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But Indont think this is about "some guy came up with a crap design". It strikes me a number of things went badly 1. I think C-level execs at major corporatio

But Indont think this is about "some guy came up with a crap design". It strikes me a number of things went badly 1. I think C-level execs at major corporations should have built up immunity against such bullshit. 2. The heatmap (plus the associated idea of lots of consumer testing) should have spotted something 3. the rollout seems to have been global and immediate, instead of for example testing the new packaging out in say tiny geographical markets first All of this reeks of failing to have rock solid product management (and release mgmt) at its core. Maybe we will find out more, but in the end, the loss was manageable, sales recovered and maybe the company learnt its lessons - would be interesting to hear what process and people changes occurred the days after ?

iNerdier 4y ago
C-level execs are the bullshit in these stories. They meddled with something that wasn’t broken and this was the result.
- TheOtherHobbes 4y ago
  Logo Management is practically a cliche. Can't think what else to do to justify the big bucks? New Logo™! So articles like these completely miss the point of the commercial design industry. The goal isn't sales - never mind brand awareness. The goal is to make C-suite execs feel like they're doing something exciting, and maybe even a little creative. From that POV I'm sure the Tropicana rebrand was a huge success. And if a design fails, it's always the agency's fault.
  - mushbino 4y ago
    As someone who has worked in product design for many years, the most important part of the job is making sure bad changes and ideas don't get pushed out. Yes, making sure they don't do anything is a crucial part of the job and I'm always very busy with that part of things, especially if it's something that comes down from the C-level.
aliswe 4y ago
I think the heatmap was done by the ones who did the article :)
Cthulhu_ 4y ago
> the rollout seems to have been global and immediate According to https://en.wikipedia.org/wiki/Tropicana_Products#:~:text=trees.%5B16%5D-,2009%20failed%20redesign https://en.wikipedia.org/wiki/Tropicana_Products#:~:text=tre..., it was "only" in the US (it was in 2009 btw); weird, I wouldn't have been surprised if the $30 million was already spent before they actually went into store shelves. It wouldn't have been "just" a packaging redesign, they would have to do a big marketing campaign (billboards, TV ads, etc) as well to make people aware the packaging had changed.

iNerdier 4y ago

C-level execs are the bullshit in these stories. They meddled with something that wasn’t broken and this was the result.

TheOtherHobbes 4y ago
Logo Management is practically a cliche. Can't think what else to do to justify the big bucks? New Logo™! So articles like these completely miss the point of the commercial design industry. The goal isn't sales - never mind brand awareness. The goal is to make C-suite execs feel like they're doing something exciting, and maybe even a little creative. From that POV I'm sure the Tropicana rebrand was a huge success. And if a design fails, it's always the agency's fault.
- mushbino 4y ago
  As someone who has worked in product design for many years, the most important part of the job is making sure bad changes and ideas don't get pushed out. Yes, making sure they don't do anything is a crucial part of the job and I'm always very busy with that part of things, especially if it's something that comes down from the C-level.

aliswe 4y ago

I think the heatmap was done by the ones who did the article :)

Cthulhu_ 4y ago

> the rollout seems to have been global and immediate According to https://en.wikipedia.org/wiki/Tropicana_Products#:~:text=trees.%5B16%5D-,2009%20failed%20redesign https://en.wikipedia.org/wiki/Tropicana_Products#:~:text=tre..., it was "only" in the US (it was in 2009 btw); weird, I wouldn't have been surprised if the $30 million was already spent before they actually went into store shelves. It wouldn't have been "just" a packaging redesign, they would have to do a big marketing campaign (billboards, TV ads, etc) as well to make people aware the packaging had changed.