As noted on "Under Consideration," Tropicana is reverting back to its old design...or the one that was recognizable. The design may have been acceptable for a Web 2.0 site, but is not the right move when consumers, especially those in your tribe, are trying to find your product in the commodity laden refrigerated section. The iconic logo was easy to spot and differentiated from other OJs. The new (now old) logo looked more like a generic.
Perhaps the PR team will argue that this is generating buzz, but I don't think it's going to have a long-term positive effect on sales or the brand. I'm curious to know what, if any, research when in to creating the creative blueprint for this. I must say that this post makes me want to pour myself a nice glass of of pulp free Minute Maid.
Thanks to Rett for the link.
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