<\/span><\/h2>\nThe Tropicana redesign illustrated the considerable power of packaging. While this was a distinctively negative example, it\u2019s important to keep in mind that this same power does often work in a positive direction.<\/p>\n
The takeaway for marketers and brand strategists should be even greater respect for packaging design and a deeper commitment to leveraging this brand asset with a methodical procedure. This will ensure consumers accept the change in a positive manner!<\/p>\n
References:<\/strong>
\n– Online:<\/strong> CBS News<\/a>, NY Times<\/a>, NY Times (2)<\/a>
\n– Marketing Journal:\u00a0<\/strong>Young Scott y Ciummo Vicenzo. \u201cManaging risk in a package redesign: what can we learn from Tropicana? \u201c. Brand Packaging (August 2009).<\/p>\n","protected":false},"excerpt":{"rendered":"Tropicana\u2019s 2009 packaging redesign failure is in my eyes one of the most interesting case studies about branding…\n","protected":false},"author":2,"featured_media":1396,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"What to learn from Tropicana\u2019s packaging redesign failure?","_seopress_titles_desc":"Tropicana\u2019s 2009 packaging redesign failure is one of the most interesting case studies about branding through packaging design.","_seopress_robots_index":"","om_disable_all_campaigns":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[207,11,6,240],"tags":[13,355,64,189,354,353],"ppma_author":[742],"class_list":{"0":"post-1381","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand-strategy","8":"category-case-studies","9":"category-packaging-design","10":"category-rebrand","11":"tag-branding","12":"tag-failure","13":"tag-packaging","14":"tag-rebrand","15":"tag-redesign","16":"tag-tropicana","17":"cs-entry","18":"cs-video-wrap"},"taxonomy_info":{"category":[{"value":207,"label":"Brand Strategy"},{"value":11,"label":"Case Studies"},{"value":6,"label":"Packaging"},{"value":240,"label":"Rebrand"}],"post_tag":[{"value":13,"label":"branding"},{"value":355,"label":"failure"},{"value":64,"label":"packaging"},{"value":189,"label":"rebrand"},{"value":354,"label":"redesign"},{"value":353,"label":"tropicana"}]},"featured_image_src_large":["https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2015\/05\/Tropicana_Packaging_before_after.jpg",800,500,false],"author_info":{"display_name":"Marion Andrivet","author_link":"https:\/\/www.thebrandingjournal.com\/author\/marion\/"},"comment_info":54,"category_info":[{"term_id":207,"name":"Brand Strategy","slug":"brand-strategy","term_group":0,"term_taxonomy_id":207,"taxonomy":"category","description":"Brand strategies are made out of so many different steps, from defining a brand purpose and positioning to brand identity. 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