Tej Lalvani Instagram – This carton lost Tropicana over $55 million.
In 2009, the orange juice giant spent $35 million on a rebrand that aimed to revitalise and modernise the brand – sales dropped by a fifth almost immediately.
There are a few reasons for this, including the rebrand looking far too much like a generic supermarket ‘own-brand’ which made it difficult to pick out on store shelves, but I think the main takeaway is that the company misunderstood brand loyalty.
When a product becomes something you trust, it becomes part of your life and routine.
You look for its familiar visuals on the shelves without needing to even read the name, and without needing to give much thought to what might be next to it.
Life is functionally easier when you have products that you trust.
Making significant changes to a product, even if those changes are purely visual, breaks that routine and severely damages the trust and comfort the customer once held.
In this case, the backlash was quick, and immense, forcing Tropicana to completely reverse the rebrand within a few months.
Remember, trust is not earned easily, and it can be lost in an instant.
Treat it with the respect it deserves, always.
#branding #brandloyalty #rebrand #reputation | Posted on 01/Aug/2024 16:43:55
