I realize I just picked on Tropicana not too long ago, but their latest product has me back on the warpath.
They’ve introduced a product called Trop 50 which is supposedly a lower sugar juice.
If you’ll glance at the ingredient list on the back of ANY juice that says it has low sugar, you’ll find that the percentage of juice is less than 50%. In other words, they’ve watered it down. Trop 50 is a bit different as they’ve added a stevia type sweetener to mask the fact that it’s just watered down, but it’s still only 42% juice. Charging people the same amount (or more!) for half the product is a bold move in rough economic times.
btw — what happened to changing back to the old logos and packaging after the consumer backlash? They’ve changed the standard juice back, but the new product lines keep the new look? Inconsistent imaging is the first mistake on the path of brand destruction.
Chris Houchens is a marketing speaker and the author of Brand Zeitgeist. Follow him on Twitter or Facebook.
Chris,
Good call. It is indeed a bold, ugly move.
Something that’s always bothered me about low sugar juices: “Pure fruit is good for you” is the call of the juice companies. But we’re supposed to believe we need a diet alternative? Grr…
Not related, but I can’t help saying it… there is way too much figure showing on that hourglass figure.
If Tropicana’s new tactics are just supposed to get folks talking, and not buying, then inconsistent image, watery orange juice, and a stare-at-me ad are doing a good job.
Regards,
Kelly
And while we are picking on Tropicana – can you tell me what Ms. Sedgewick dancing around lipsynching “She’s A Lady” (I think that is right – correct me if wrong) has to do with watered down OJ?