Seeing lots of posts about Tropicana- here’s my 2 cents

The refresh looks the same at a glance

Yes, they threw away their carafe as a distinctive asset

But honestly- when you look at the competitive set…is it really even that distinct anymore?

Design is powerful-

But price is a big factor and the obvious shrinkflation has people mad

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Tropicana lost some market share to Simply Orange

Who interestingly, does a lot of things right:

Distinctive bottle shape- I much prefer their structure

It feels proud, with its taller shoulders and similar ergonomic neck for grip and easy to grasp cap

The green cap conveys fresh, along with the singular leaf on the orange

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In a blunder of a move,

Tropicana Brands Group took the leaf away from their logo

And added it to the visual of the orange…making it that much closer to Simply Orange

The only saving grace is they kept the iconic straw to have some differentiation

But the size/crop of the orange and the angle…it’s lost its dynamism and further contributes to it feeling generic with the slimmer bottle change

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I feel like Simply Orange has become what Tropicana used to be-

A premium brand with nostalgia that made it feel trustworthy

But with the confusing rebrands and consumers getting more saavy about sugar content and processed ingredients…

It’s time Tropicana told a new story with a new point of view

Because if all orange juices are telling the same “from the source” narrative, there’s nothing new to command a price premium

Consumers will always just go for cheaper

For me it’s less about the design but more about the actual brand identity and story here

If it’s just another orange on a label

Might as well go private label at this point

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What do you think?!