Here’s an example of rebranding failing – Tropicana. Tropicana made an attempt to rebrand its package only to result in a 20% drop in sales. What I suspect being the cause of the plunge is consumers feel too attached to the existing brand and it becomes representative of the taste. When you look at the Tropicana package, it triggers your senses in your brain that has been associated with drinking the orange juice. The change in design fails to trigger the same senses and results in unfamiliarity. So if you do rebrand, do consider that.
Tropicana Line’s Sales Plunge 20% Post-Rebranding
NEW YORK (AdAge.com) — Tropicana’s rebranding debacle did more than create a customer-relations fiasco. It hit the brand in the wallet.
After its package redesign, sales of the Tropicana Pure Premium line plummeted 20% between Jan. 1 and Feb. 22, costing the brand tens of millions of dollars. On Feb. 23, the company announced it would bow to consumer demand and scrap the new packaging, designed by Peter Arnell. It had been on the market less than two months.
Now that the numbers are out, it’s clear why PepsiCo’s Tropicana moved as fast as it did. According to Information Resources Inc., unit sales dropped 20%, while dollar sales decreased 19%, or roughly $33 million, to $137 million between Jan. 1 and Feb. 22. Moreover, several of Tropicana’s competitors appear to have benefited from the misstep, notably Minute Maid, Florida’s Natural and Tree Ripe. Varieties within each of those brands posted double-digit unit sales increases during the period. Private-label products also saw an increase during the period, in keeping with broader trends in the food and beverage space. (Source: Adage)
Tropicana is scrapping the rebranded packaging.