A Creative Communications Agency

I’m a big orange juice fan. Seldom a day goes by where I don’t drink a glass. I drink the 100% pure not from concentrate (sorry Minute Maid) version. I wouldn’t say I’m brand loyal. I tend to rotate between Tropicana, Florida’s Natural, and the local store brand (I buy which ever one is on sale that week).

A couple weeks ago I approached the refrigerated orange juice section and pulled a double take. “Where did Tropicana go, and when did GE start selling oj?” I asked my wife.

It’s turns out I was wrong on both counts. Apparently Tropicana wanted to move from a fun, tropical logo and packaging to a clean corporate look. It looked bad. I raved to my wife about it. What we’re they thinking?

Well, it looks like the people at Tropicana are asking that question too? The brand is ditching the new look.  With that thought in mind I suggest that we start a 10 commandments of marketing. 

The first commandment: Thou shall not mess with a product when it is selling well.

More to come.