Tropicana Rebranding


Tropicana Company committed a major mistake by changing the packagingof its product. The company failed to take into consideration therole played by packaging design and branding, and its connection withmerchandising. Many consumers could not recognize the newly designedproducts on the supermarket shelves leading to 20% sales decline. Thepackage did not have main reference elements that were used torecognize the brand such as the original logo and ‘orange withstraw’. On addition, the brand slogan was changed to ‘100%orange’ from the usual ‘pure premium’, and it isadding more confusion to consumers.

To counteract the initial negative response to the new productpackaging, first, Tropicana should rebrand its product gain. Therebranding should correct the earlier mistake where the companychanged many elements leading to consumers’ confusion. The companyshould ensure that it has not changed everything at once. This willhelp to regain consumers’ confidence about the quality of theproduct (Ambrose &amp Harris, 2011). Second, the company shouldinvest more in audiovisual advertising as it will help to launch thenewly designed Tropicana and restore consumer’s confidence on theproduct (Klimchuk &amp Krasovec, 2012).

Gold Reling’s brand tries to express the attributes of the companyin a unique and memorable way. I would prioritize the attributes thatare important to the target market of the new market as follows:

  1. High quality: quality of the product has to be superior to create customer loyalty.

  2. Easy to Use: products that are complicated to use, will turn customers offer.

  3. Urban: a tablet should stand out and be unique from others.

  4. Hi-Tech: customers look for technology and as such hi-tech is the next attribute

  5. Affordable: after making a unique, quality and hi-tech tablet, affordability should be considered

  6. Fun: the company must ensure customers enjoy using the tablet.


Ambrose, G. &amp Harris, P. (2011).&nbspPackagingthe brand the relationship between packaging design and brandidentity. Lausanne, Switzerland La Vergne, TN: AVAAcademia Distributed in the USA &amp Canada by Ingram PublisherServices.

Klimchuk, M. &amp Krasovec, S. (2012).&nbspPackagingdesign: successful product branding from concept to shelf.Hoboken, NJ: John Wiley &amp Sons.