Tropicana redesigned its classic bottle. Customers revolted

Tropicana's latest bottle redesign has met with customer resistance, as the brand introduced a traditional-looking plastic bottle, replacing its previous clear, circular carafe. This alteration decreased the size from 52 ounces to 46 ounces, which stirred dissatisfaction among orange juice enthusiasts. Despite the intention to lower prices, inconsistent retail pricing has left buyers wary of 'shrinkflation.' Sales have taken a hit, plunging by 8.3% in July, 10.9% in August, and 19% by October. The redesign has cost Tropicana market share to competitors like Simply Orange.

Previously, in 2009, Tropicana faced similar backlash after altering its logo and carton design, which resulted in a significant 20% sales drop. The carafe, introduced in 2011, had been well-received due to its aesthetic appeal and ease of handling. The latest bottle design, however, lacks the distinctiveness that previously appealed to consumers.

While Tropicana cites customer feedback and environmental considerations as reasons for the change, some customers remain unconvinced and have criticized the ergonomics of the new design. Tropicana is investing in advertising to acclimate consumers to the new look, amidst complaints about unchanged retail prices and potential cost savings from reduced shipping.

The current situation highlights the critical role of packaging in attracting and retaining customers, with Tropicana perhaps having not learned the right lessons from past redesign errors. Although reverting to the old design is not as straightforward this time, Tropicana continues to work on aligning consumers with its updated product presentation.