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Tropicana announced today that it will discontinue its new product redesign only a month after all of its orange juice containers were revamped. The Times calls the move PepsiCo's "own version of New Coke." We've heard quite a few grumblings around town about how generic-looking the new Tropicana cartons were and apparently some people took their gripes to the company itself. One customer asked Tropicana, “Do any of these package-design people actually shop for orange juice? Because I do, and the new cartons stink.”
But if you were hoping that meant the end to the ads like the one above that have flooded buses and subways last month, think again. Tropicana says the ad campaign, as opposed to the cartons, has been praised because depictions of fathers and children in food-centric ads is rare. Is that why we find something about some of their images a little unsettling? Or was it the designer's original assertion that they wanted to "cause parents to associate the love they feel while hugging their children with the act of purchasing orange juice."
Tropicana says that will contact everyone who called or wrote to them to complain about the change to let them know that they will be reverting back. And as for the one charming feature of the rebranding, the caps shaped like oranges, they will live on in a new, healthier juice that's on its way. One logo-centric blog said of the move, "Design justice coming down upon crappy design, this day is as big as it gets."
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the new design is actually better for one thing only- the orange shaped cap. if they can keep that, it would be great. or ask the person who designed that part of the product to do the rest, and keep the stupid editors and copywriters out of the process.
oh man, i can't believe they're keeping the new cap design...that's the worst part! (sorry sue...)
I can't exactly put my finger on it, but that shape is just off-putting.
Because it feels like you are diddling a little boy?
freaked me out the first time.... but i guess i can get used to it
Stop getting used to diddling little boys already
When I first saw these cartons I tried to find the tropicana amid the sea of generic juice. Then I tried to find where on the packaging it distinguished the different varieties.
Fuck this fucking design in its acidic and pulpy ass.
I mean seriously, I'd like to take the person responsible for these cartons and, like, juice him.
Like, OJ-style, if you know what I mean.
Sa-WING and a miss! Steee-rike three, yer outta here!
If they lowered the price to match generic store-brands, I would love the new generic packaging!
But seriously, keep the little half-orange shaped cap. It's so cute.
Though I agree that the new design made it generic, they really should keep the Orange cap, it's cutesy.
Appears to me to be a deliberate attempt to make the package look more generic in order to fool people into thinking it is one of the less-expensive brands.
That could only work one time, or twice if the buyer isn't paying attention.
Actually a law suit could be filed because no way is it 100% orange juice. They must have added some preservatives or something to it.
Also, no way is that girl the father of that guy molesting her.
I meant the daughter sorry.
One of the dumbest modern advertising traditions is showing a family where the kids look like young clones of the parents. And if Mom is blonde, the daughter usually is.
Between adoptions, second families, step-children and genetics he could be the father.
Anyway, I like these ads for showing dads in a good way.
I like the new cap, but I hate the new cartons- it's hard to tell which variety is which.
Viewers of future centuries will think we freshly-squeezed caucasian children for their juices.
If I ever need a graphic image to describe what a hovel looks like I can use this pic.
No way is she a hovel. She's way too young.
As a designer I know first hand how much clients suck ass. As a designer you have to give what the client wants no matter how bad the idea is, especially when the client is Pepsi! You do what they ask for because they are paying big bucks for it. Package designers know what they are doing.
Quite frankly I think this can go both ways. I have seen and worked with many of the tight ass clients you are referring to, and yes they often can ruin a project by handcuffing the designers.
That being said, too many times, the designer is so into his design world (which is often far removed from the general consumer) that they forget the purpose of their work which ultimately is to sell product. I have worked with so many graphic designers that seem more concerned about winning design awards and what their peers will think of them rather then actually selling product.
I wouldn’t be surprised if one of those primadonnas was behind this design
So for the second time in a few months, a major brand redesign met with scathing criticism (the other being the new, utterly generic Duane Reade logo).
Personally, I miss Tropic-Ana, the little girl that used to grace the cartons way back when. What next, get rid of Aunt Jemima's smiling face or the Pillsbury Doughboy?
This explains why the juice was only 4 bucks at the grocery store today!
I think that visually the package it's too minimalistic for that kind of product, though it does not bother me at all.
I'm joining the fan group for the cap, it's indeed a nice idea.
It's cool in a club kind of way, perfect for fitness model Daddy after a long night of rolling with X and cruising public toilets.
I hated the packaging... and I for one will go buy another box just because of the change :)
ps. in terms of the new packaging... very excited for the RETRO!
This ad could be a setup for one of those really bad commercial parodies on SNL...
very european design-like.... well done. sad to see it go.
Keep the orange-shaped cap, ditch everything else.
I like the old design much better. The juice came in this round container and you had to slice it in half and place on this plastic doo-hickey and twist. Then the juice would come out. You'd pour it into a glass and drink. The packaging was biodegradable too...what ever happened to that?
I love this packaging.
I do not, however, understand the advertisements. I have no problem with DILFs, but do not understand why the text reads "it's a natural." Is it because "it's all natural" was nixed by the legal department?
This is the worst thing to happen to Design (as an industry) in a long time.
It's hard enough to convince a Marketing Dept. to take chances, but if companies start to see this as a precedent for the public not responding to a change in image, then the difficult job of pushing for new designs becomes almost impossible.
Will agree and say that the new packaging sucked. Instead of various fruits, which you can identify at a glance, you had a boring glass of OJ (or whatever), which looked the same in every variety. Come on, people! This is almost as bad as the Duane Reade redesign.
who gives a shit. you people need to stop whining over miniscule problems. it's just an orange juice container. either drink the stuff or not. god damn.
I liked the new design. I found it sleek and modern. Oh, well.
WHAT? why is there so much love for the orange shaped cap. It's the worst part of the redesign, it keeps rolling off onto the floor, who in their right mind puts the cap open side down on their counter?
there's a facebook group against it
We've organized a People's Revolutionary Army against it.