Marketing and Management Thoughts

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.

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We wrote about the re-design failure of Tropicana last week and this week the older style packaging should be showing back up on the store shelves. This video is from CNN showing a discussion over the new brand image. There is a fruitful interview with Linda Kaplan Thaler of the Kaplan Thaler Group Ltd.

While your church doesn’t have the market penetration and exposure that a brand like Tropicana does (or the $35 Million to dump into a re branding strategy) it does raise one last question I believe could prove beneficial for the church.

At what point does the church (any church) change their approach of ministry or marketing due to the response of those around them? Would it take five complaints? fifty? hundreds?

(hat nod Visual Culture)

Follow Up Post: Psychology of Tropicana Re-branding Failure

Yesterday it was announced by Pepsi Company (the owners of Tropicana brand Orange Juice) that the new packaging/brand that they rolled out in January for Tropicana will be removed. Over the last two months Pepsi has undergone a very aggressive re branding campaign of many of their largest products (Pepsi brands, sierra mist, mountain dew).

Now in a statement released by Pepsi Co and an article in the NY Times Pepsi says they are rolling back the brand to the much more familiar orange with the straw in it. So what was the problem?

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