Thursday, February 26, 2009
Turns out I wasn't the only one who missed the straw on the Tropicana packaging (see post). Beginning next month the old packaging will replace the new design on store shelves. This decision is a result of consumers expressing their disapproval of the new package. Blogs buzzed with feedback about the packaging being generic-looking and difficult to differentiate the types orange juice in the line. Apparently the prospect of bringing home the pulp-free juice when all you wanted was some chunky oj was really upsetting to folks. Oh the horror!
The president of Tropicana North America was quoted in the NY Times saying "We underestimated the deep emotional bond they had with the original packaging. Those consumers are very important to us, so we responded.” Allllright friends. Now, I love good package design and I certainly believe that there is a relationship between a consumer's preference for a brand and the packaging. But do I buy that there's a "deep emotional bond" between the consumer and package? No. Plain and simple, no. Do I believe that the internet has enabled (empowered) consumers to conveniently voice their opinions to the masses? Yes.
Tuesday, February 10, 2009
This Absolut spot, which debuted during the Grammy's, marks the first time a spirits brand has advertised on CBS prime time in major markets. At a time when the world has more hugs in our pockets than coin, a message like this seems perfect. That said, let's not forget about the product being advertised: booze. I think what saves Absolut, however, is their long history of brand advertising that focuses less on the product itself but rather on a shared mindset of idealism.