Tropicana offers a clever new “twist” to its branding
The redesigned Tropicana packaging has raised questions by lots of people who think its clean, but generic new graphics don’t do a whole lot to distinguish the brand from its competition. In fact, by eliminating the simple, little straw-in-the-orange visual, which conveyed without words where we could get our daily dose of Vitamin C, the brand eliminated a key, not to mention proprietary, branding element that set it apart. Not to be left in the blur of choices, however, the company came up with a totally unique way to differentiate its brand from the others in the juice aisle – the cap!
image from Tropicana.com
A branding touch point completely overlooked in the category. The company has replaced the generic cap found on every carton of liquid refreshment with a funny, inventive cap shaped like an orange. Transforming this literal point of touch into a little orange is a perfect example of finding a smart, new way to differentiate a brand in a BrandSimple way.