Psychology of Tropicana Re-Branding Failure
by Paul Prins at 8:15 am
Back in February we wrote about the failure Pepsi company ran into while re-branding their orange juice line, Tropicana. Today there was an unveiling of an updated redesign that is much more faithful to the original design that consumers rebelled so strongly to have back for their Trop50 product.
One of the interesting points that wasn’t mentioned in our previous post was the effect that the current economic situation might have had on this re-branding effort. It was referenced to during a CNN interview back in February and felt its premise relevant to share here.
Consumers Wanting Control
They had a consumer guru on who made the interesting comment that in a time of turmoil the consumer was looking for something they could affect. When something comfortable to them changed, someone realized they could rally people against this change to stop it. Since they couldn’t stop what is going on economically this was the best they could do.
How valid is that statement? Psychologically I believe there to be merit to it. For us in the church this is valuable because it tells us that when there is harsh resistance to a change (even if it is actually very healthy and needed) that the resistance might not be to that change, but to something the congregation is experiencing as a whole that is out of their control.
If we can recognize that issue, then we can minister there and help them process their lack of control over it. This awareness and understanding will not only help them to experience more of Gods grace, but also help your church and ministry keep moving forward.
More packaging below:
(The re-Brand on the left | Un-re-Branded on the right)
via: theDieLine
