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The article totally misses the point of why the rebrand failed. I used to drink Tropicana Grovestand all the time in the 2000s. One day, I showed up at the gro
by gwbas1c 4y ago
The article totally misses the point of why the rebrand failed.
I used to drink Tropicana Grovestand all the time in the 2000s. One day, I showed up at the grocery store, and a bunch of people were in front of the Tropicana rack, looking confused.
I tried to find "Grovestand," but I couldn't. There were tons of identical bottles to choose from. Eventually, after staring at the bottles for a few minutes, I saw tiny text at the top of the bottle, hidden under the angle from the shelf above. It said things like, "no pulp," "pulpy," "lots of pulp."
I had no idea which one was "Grovestand."
Now, when it comes to orange juice, I really only like "Grovestand," so I took the time to shake the bottles around and figure out that "pulpy" was "Grovestand" and that "with pulp" wasn't. But, if there was another brand that I liked, you bet I would have bought it instead.
All they needed to do was keep the old brand names, and make the words visible. That's it. Even though I was relieved when they went back to the old packaging, I was disappointed. All I wanted them to do was make it easy to find "Grovestand."
- warent 4y agoThe article reads to me that this is the point they were getting at. > Tropicana’s orange juice became generic They genericized something which was uniquely branded. To some people it's the orange and straw, to others it's Grovestand, etc.
- ConceptJunkie 4y agoAnd to me, this is brain-dead obvious. They completely removed everything that was visually distinct about the packaging and replaced it with blandness.
- dabernathy89 4y agoSeems like you had a particular reaction to the branding change, but that doesn't mean their explanation for the wider public reaction is wrong.