It strikingly highlights the difference between people who create things and the people who sell them: Apple could see they had a brilliant product, but a terrible way to sell it. TBWA saw a terrible product, but had a brilliant way to brand it.
Rebranding for the purpose of refreshing an image isn’t an unnecessary exercise but it seems this execution was done poorly. If consumers think the new packaging blends into the aisle, well the brand team completely failed. I’m rather surprised Tropicana went back to appease it’s most loyal customers so quickly but perhaps it’s the technology creating a bigger soap box than in previous rebrands. Regardless, I’m now intensely curious about the re-refresh we will inevitably see from Tropicana.
Advertising - Tropicana Discovers Some Buyers Are Passionate About Packaging - NYTimes.com
