I’m beginning to like this blogging gig, you ramble about some painfully obvious fact and later come across angles that support or refute your point. So what, packaging is good for brands. The sky is bleu. We all know that right? Probably.
The folks at Tropicana do as well. You’ve probably come across this article on ad age. Unit sales for Tropicana dropped 20% following a package redesign hiccup. It’s called “wardrobe malfunction” in the world of brands. And if the recession seems like the likely variable -- think again, sales for rivals went up (ok, maybe they were cheaper rivals and the recession can be blamed for every malaise under the sky but I think otherwise). So the question remains, are people that superficial? Or is their loyalty that strong? It’s like getting married to a supermodel and having their looks dramatically change after a few months. Would you rethink your decision? Be honest! Looks might have played a part when you said "I do" and in the aisle (pun intended) of the supermarket I’m guessing the same applies. Or maybe loyalty is comfort and change is not welcome when you’re comfortable. More on the subject of chatty packaging...later!
