Comments on: Losing Brand Equity with Radical Packaging Changes http://www.shoestringbranding.com/2009/01/03/losing-brand-equity-with-radical-packaging-changes/ Branding for Entrepreneurs Fri, 03 Feb 2012 15:03:35 +0000 hourly 1 http://wordpress.org/?v=3.1 By: arunima http://www.shoestringbranding.com/2009/01/03/losing-brand-equity-with-radical-packaging-changes/comment-page-1/#comment-8222 arunima Tue, 10 May 2011 11:42:16 +0000 http://www.shoestringbranding.com/2009/01/03/losing-brand-equity-with-radical-packaging-changes/#comment-8222 I was looking for the best delivery stock tips and came across your site. its quite interesting !! Thanks for sharing I was looking for the best delivery stock tips and came across your site.

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]]> By: Tim http://www.shoestringbranding.com/2009/01/03/losing-brand-equity-with-radical-packaging-changes/comment-page-1/#comment-4927 Tim Tue, 20 Jan 2009 16:58:56 +0000 http://www.shoestringbranding.com/2009/01/03/losing-brand-equity-with-radical-packaging-changes/#comment-4927 I don't think that Tropicana/Pepsico was ignorant to the fact that their new packaging looks like a generic brand. I don’t think that Tropicana/Pepsico was ignorant to the fact that their new packaging looks like a generic brand.

]]> By: paul http://www.shoestringbranding.com/2009/01/03/losing-brand-equity-with-radical-packaging-changes/comment-page-1/#comment-4901 paul Mon, 12 Jan 2009 02:10:36 +0000 http://www.shoestringbranding.com/2009/01/03/losing-brand-equity-with-radical-packaging-changes/#comment-4901 I thought it was a generic discount brand and decided if they dont want to make their product appealing to the eye I would buy a brand that did. Simply Orange is my new brand of OJ. I thought it was a generic discount brand and decided if they dont want to make their product appealing to the eye I would buy a brand that did. Simply Orange is my new brand of OJ.

]]> By: Pinny Cohen http://www.shoestringbranding.com/2009/01/03/losing-brand-equity-with-radical-packaging-changes/comment-page-1/#comment-4899 Pinny Cohen Wed, 07 Jan 2009 06:33:33 +0000 http://www.shoestringbranding.com/2009/01/03/losing-brand-equity-with-radical-packaging-changes/#comment-4899 Mario, I noticed the same thing (as a true lover of Tropicana). I saw shoppers confused, and there was even a week or two where the old and new packaging was out on the same shelving, and almost everyone took the old ones (they probably didn't even realize that the new ones were tropicana). Mario,

I noticed the same thing (as a true lover of Tropicana). I saw shoppers confused, and there was even a week or two where the old and new packaging was out on the same shelving, and almost everyone took the old ones (they probably didn’t even realize that the new ones were tropicana).

]]> By: Mario Sanchez Carrion http://www.shoestringbranding.com/2009/01/03/losing-brand-equity-with-radical-packaging-changes/comment-page-1/#comment-4860 Mario Sanchez Carrion Mon, 05 Jan 2009 20:08:58 +0000 http://www.shoestringbranding.com/2009/01/03/losing-brand-equity-with-radical-packaging-changes/#comment-4860 @Adam Singer: yes, I did some searches on the subject after I published the article and found a lot of negative reactions to this redesign. I wonder how many people within the marketing group in Pepsico didn't agree with it but just had to go with the flow in the end. @Allen Adamson: Hi Allen, it is an honor to have your comments on my blog. It sure will be interesting to monitor the sales figures in the months to come and see what the real effect will be. @Adam Singer: yes, I did some searches on the subject after I published the article and found a lot of negative reactions to this redesign. I wonder how many people within the marketing group in Pepsico didn’t agree with it but just had to go with the flow in the end.

@Allen Adamson: Hi Allen, it is an honor to have your comments on my blog. It sure will be interesting to monitor the sales figures in the months to come and see what the real effect will be.

]]> By: Allen Adamson http://www.shoestringbranding.com/2009/01/03/losing-brand-equity-with-radical-packaging-changes/comment-page-1/#comment-4859 Allen Adamson Mon, 05 Jan 2009 15:16:31 +0000 http://www.shoestringbranding.com/2009/01/03/losing-brand-equity-with-radical-packaging-changes/#comment-4859 Agree that this is a huge change and the new version while contemporary walks away from all equity. I am sure they tested and made the call that any short term sales loss would be made up by long term gains. However, the orange juice category has always been challenging from a branding perspective. If the only differentiation is “taste like fresh squeezed” you are in trouble. Seems to me that’s all the new packaging communicates. Agree that this is a huge change and the new version while contemporary walks away from all equity.

I am sure they tested and made the call that any short term sales loss would be made up by long term gains.

However, the orange juice category has always been challenging from a branding perspective. If the only differentiation is “taste like fresh squeezed” you are in trouble. Seems to me that’s all the new packaging communicates.

]]> By: Adam Singer http://www.shoestringbranding.com/2009/01/03/losing-brand-equity-with-radical-packaging-changes/comment-page-1/#comment-4858 Adam Singer Mon, 05 Jan 2009 01:30:50 +0000 http://www.shoestringbranding.com/2009/01/03/losing-brand-equity-with-radical-packaging-changes/#comment-4858 Yeah not a great redesign, not sure why they did this -- a few other people pointed this out to me too with the same reaction as you. Not sure a single person that I've talked to has had a positive reaction. This is probably a result of design by committee in the corporation... Yeah not a great redesign, not sure why they did this — a few other people pointed this out to me too with the same reaction as you.

Not sure a single person that I’ve talked to has had a positive reaction. This is probably a result of design by committee in the corporation…

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