So, I think one of the very few first posts I made was about the tragedy of the Tropicana Orange Juice redesign. Like, why mess with a good thing, right? Especially when it is a few steps down from whence it came. The only thing it had going for it was the realistic looking “orange fruit” screw top. Otherwise, it looked plain label, generic and when you are asking a premium penny for that particular brand of OJ, no one will pay a premium price if it looks like Two Buck Chuck. The low quality look of the packaging will instead generate confusion and thoughts in your consumers’ minds of: “Are they using lesser quality oranges or produce? Are they financially hurting and had to take a step down in the packaging? (even though it costs just as much $ – if not MORE – to make the new packaging versus the old.)”

The bad news (other than its’ sad makeover) is that sales did indeed fall after the new packaging was on the market. 20% within just over a month. What does this equate to in losses? Tens of millions of dollars! ouch. (Let us now bow our heads in remorse that Tropicana had to learn the hard way, that DESIGN DOES MATTER.

The good news is that Tropicana decided pretty quickly to scrap the new packaging designed by Peter Arnell, and go back to the older design that worked for the consumers. Again, Why even MESS with a great idea??? If anyone was asked who the brand was that had the orange with the straw on the carton, most would know immediately that you are talking about Tropicana. That brand awareness is something you do not mess with. If you update something, you enhance and build upon what has worked for you in the past. Not make an extreme departure from it…neutralize it…DE-Brand it so to speak….

http://adage.com/article?article_id=135735