This week on UnBeige... Tropicana!

A great story surfaced on UnBeige today that I also heard on CNN's American Morning this morning: Tropicana, under a frenzied firestorm from consumers over their OJ carton redesign, is returning to their old logo. The redesign by Arnell, on the left, was introduced in late January and did away with the iconic orange and straw. But the original image will be back next month, according to Tropicana. Neil Campbell, president of Tropicana North America, explained that while the complaints, which came in the form of e-mails, letters and phone calls to the company, only represented a fraction of a percent of their consumers, most of the criticism came from "our most loyal consumers."

Many of the complaining consumers called the new packaging, "ugly," "generic" or a "store brand," which made it "difficult to distinguish from other brands." I just find this fascinating. I mean its orange juice, and I personally felt it was a refreshing, modern redesign. But I guess a large amount of people cherished the orange with the straw sticking out of it. 

CNN's American Morning reported that the redesign campaign cost Tropicana $35 million, and I find that astounding, because in less than one month, the entire plan has been scrapped. Tropicana's move was a smart decision, however, since they listened to consumer complaints and responded quickly. But one thing from the redesign will stay when the old product design hits the shelves again: the bright orange cap. 

I agree with the CNN's American Morning contributor who suggested that the complaints may be due to the current state of the economy, as people lose their grip on more and more things in their daily lives. As people become more paranoid about losing their jobs, they don't want to also lose the things they take for granted every day: orange juice. I know the absurdity of this statement, but think about it. It's the same tasting Tropicana orange juice, regardless of what carton its packaged in. Really how hard is it to find a redesigned carton if you are a consumer that always buys Tropicana. You see the word and you grab a carton. 

I personally liked the new redesign of the old carton: it is hip, new and modern. I just wish people would grow up and embrace the same orange juice in a different carton. The taste has not changed. What do you think of the new redesign and Tropicana's 180 degree move as a result of angry consumers?