{"id":490,"date":"2009-04-15T19:46:09","date_gmt":"2009-04-15T23:46:09","guid":{"rendered":"http:\/\/siebenthalercreative.com\/blog\/?p=490"},"modified":"2009-04-15T19:46:09","modified_gmt":"2009-04-15T23:46:09","slug":"big-city-creative-strikes-out","status":"publish","type":"post","link":"https:\/\/siebenthalercreative.com\/blog\/big-city-creative-strikes-out\/","title":{"rendered":"big city creative strikes out"},"content":{"rendered":"

\"ifLast January 8, PepsiCo owned Tropicana<\/strong> rolled out their stunningly bland new corporate look, a makeover fashioned by Omnicom owned NYC shop Arnell<\/a>, at a campaign launch cost pegged by some at no less than $35 million. A little less than two months later, PepsiCo couldn’t shovel dirt on it fast enough. The funeral was February 23.<\/p>\n

That little detour down “Don’t Even Think About It” Lane has now, according to the April 2 issue of AdAge<\/a>, reportedly cost the powerhouse<\/strong> beverage brand 20% in unit sales, 19% in dollars ($33 million) and unknown market share damage. Ka-pow! For those who still think packaging’s no big deal and brand management is way overrated, this Oh-Jay’s for you.<\/p>\n

During that time frame – 47 days – competitors like Florida’s Natural<\/strong> (my brand – see below: notice the orange segment screw cap and the orange blossom apostrophe), Coke brand Minute Maid and others gained double-digit upticks, and private label juice wasn’t far behind. In other words, there was a vacuum to fill, and nature obliged.<\/p>\n

\"florida's<\/p>\n

Not too surprisingly, PepsiCo’s suits don’t see a connection<\/strong>. (It’s said distant relatives were lookouts on the Titanic.) Try telling it to a judge. In the court of public opinion, where the swap out of just right traditional kitsch for a flavorless, colorless, passionless, humorless replacement was immediately\u00a0 hammered with righteous contempt. They call this voting with your pocketbook.<\/p>\n

There’s a vid-clip<\/a> of slightly condescending Peter Arnell defending his shops work.<\/strong> Meanwhile, this consumer struggles to understand what was so urgent about rebranding Trop’s Gatorade beverage to the vague and distant “G”?<\/p>\n

Our takeaway lesson, then, is 1) never sell brand image power – in this case, packaging – short, and 2) test your theory first – on strangers, not kiss-up underlings – before monkeying with that brand. Unless you’ve got nearly $70 million to burn. And orange juice drinkers aren’t even done counting.<\/p>\n","protected":false},"excerpt":{"rendered":"

Last January 8, PepsiCo owned Tropicana rolled out their stunningly bland new corporate look, a makeover fashioned by Omnicom owned NYC shop Arnell, at a campaign launch cost pegged by some at no less than $35 million. A little less than two months later, PepsiCo couldn’t shovel dirt on it fast enough. The funeral was […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[9,11,14],"tags":[64,63,113,112],"class_list":["post-490","post","type-post","status-publish","format-standard","hentry","category-brand-management","category-graphic-design-notes","category-powersports-industry-insight","tag-graphic-design","tag-logos","tag-orange-juice","tag-tropicana"],"aioseo_notices":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/pfUeo-7U","jetpack-related-posts":[],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/posts\/490","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/comments?post=490"}],"version-history":[{"count":2,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/posts\/490\/revisions"}],"predecessor-version":[{"id":495,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/posts\/490\/revisions\/495"}],"wp:attachment":[{"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/media?parent=490"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/categories?post=490"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/tags?post=490"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}