"The straw and orange have been there for a long time, but people have not necessarily had a huge connection to them." (Neil Campbell, president of Tropicana North America, announcing a design change on boxes of the company's orange juice last month.)
If you like this story, consider signing up for our email newsletters.
SHOW ME HOW
You have successfully signed up for your selected newsletter(s) - please keep an eye on your mailbox, we're movin' in!
"What we didn't get was the passion this very loyal small group of consumers have. That wasn't something that came out in the research." (Campbell last week as the company announced plans to scrap the new design--depicting a nice, fresh glass of juice--after customers barraged web sites and email accounts with angry comments. Although some compare this to the New Coke fiasco, Tropicana only changed the look on a box, not the product itself. But if packaging makes you feel good as a person, giving value to your life, then I guess such anger is justified. Reported in the New York Times.)