In with the new.....

Well it looks like Tropicana is not the only beverage that is jumping on the "packaging revival" bandwagon.  Another one of PepsiCo's brands has gotten a face-lift.  Gatorade's new labels now sport the solitary G from their name, accompanying the ever recognizable lightning bolt.  At least PepsiCo had the brains to keep THAT part, instead of doing a complete overhaul like their Tropicana brand.  

But it is a revival....so as with the consistency of Tropicana's coloring (which helps consumers still recognized the Tropicana products), the lightning bolt remains.  This face-lift has definitely been needed.  VitaminWater, owned by Coca Cola, has had a fantastic year due to its price drop and multiple promotions.  Gatorade is at the edge of the map.  Lets hope for PepsiCo's sake that this new look helps.  

Story time....

I went with my housemate Aurora to the market for some resources for our last weekend at school.  I got a Red Bull as usual, and she picked up a Sierra Mist...that didn't look like a Sierra Mist.  PepsiCo has redone the packaging on this beverage too!  As well as with Mountain Dew.  I wasn't aware that all their beverages were doing so poorly, but perhaps they decided that if you're going to do one....you gotta do them all!  Check It Out!!

Orange you glad I'm back?

Well I am back from a very long hiatus. I had begun this blog in conjunction with another blog that I had been running during my Junior year of college. Now that I am a Senior [and much wiser], I feel compelled to begin spreading my knowledge of my preferred topic of branding strategy and design.

Lately, and I believe it is due to the recession, companies have been rebranding. I was at Bruegger's Bagels and spotted an unfamiliar carton of orange juice.  The only thing I recognized was the name, Tropicana.   The font was different and there was no whimsical orange with the straw.  Out of the wood work, the much loved orange juice brand Tropicana has rebranded their packaging and positioning.  Their website has a flash site explaining the "new fresh look" and confesses its strategy as one to refresh the brand in the consumers' minds.  Indeed, the change is quite refreshing.  The colors are the same, which I think they were hoping was enough to identify the product on the shelves, but the treatment is different.  The image actually helps me recall all the times I've had orange juice in Florida.  To me its different than just drinking it at my kitchen table in upstate New York, as I think it is for everyone.