PepsiCo's Tropicana Pure Premium Packaging Redesign Fails in 2009
What happened
In 2009, PepsiCo launched new packaging for Tropicana Pure Premium, the brand's best-selling product in North America. The redesign, which replaced the familiar orange with a straw with a large glass of orange juice, was created by the Arnell Group. Following the launch on January 8, 2009, unit sales of Tropicana Pure Premium fell 20% between January 1 and February 22, 2009, leading the company to scrap the design on February 23.
From everything-pr.com
Why it matters
The failure of the packaging redesign resulted in a significant decline in sales for Tropicana Pure Premium, a product that generated annual sales above $700 million. Competitors benefited from the decline in unit sales during the period the new packaging was in use.
From everything-pr.com
Who's involved
- Neil CampbellServed as president of Tropicana North America, a division of PepsiCo.
- PepsiCoThe parent company that launched the redesigned packaging for Tropicana Pure Premium.
Who could feel it
Possible knock-on effectsThese are possibilities Brind reasoned out, not predictions, and not advice. Most are not stated in any report.
- North AmericaSpeculative
The juice market in North America might see shifts in consumer demand and market share following major product failures.
Keep exploring
The entities involved
-
PepsiCo
American soft drink company
-
North America
continent in the Americas