Adage today wrote about the sales figures that equaled doom for the new packaging design. When the new packaging was released, unit sales dropped by 20 per cent in around 6 weeks.
The kicker for me was that 19 per cent of dollar sales for Tropicana - this is orange juice, people, not toilet paper - cost the company "tens of millions". Who's buying all of this orange juice?!
It's fairly unusual for a company to pull the plug on new package design so quickly, and so when the dump was announced (I blogged about it here) there was much speculation as to why. Obviously, it all boils down to numbers.
It makes me really curious about the Pepsi cola redesign (blogged here) and the effect that it must have had on sales. This redesign set the design world on fire with controversy. It got a very lukewarm response from the Capsule designers, to put it politely. And yet for it not to be pulled in the same way as Tropicana was, it must be selling relatively well. Or, there are some stubborn people in charge of the brand.
Does anyone know any more about this?