Comments on: Pepsi, Gatorade & Tropicana Redesign

By: kann

kann — Fri, 01 Jan 2010 23:33:45 +0000

Ha! For anyone who thought the Pepsi docs were awful, I am laughing right now. Companies eat that sh*t up. They love to be presented with documents like this. I know. I’ve designed them before. Also, I think it is a little unfair to put all of the blame on the agency here. I used to work for MM and those execs know exactly what they are looking for, they are just trying to find a respectable firm to produce it for them. Do YOU know of a firm that will turn down a $22MM contract? Also- for clarification- the Simply Orange line is not a competitor with Tropicana’s base line. MM never intended it that way and Tropicana has released their own products to compete. They each have a low, medium and high end product. They only ever mimic what the other does. Also, the 100% juice is the point of difference between the two (MM is from concentrate). All that said, I hate these redesigns. Gatorade is the only one worth trying to salvage.

By: esodhiambo

esodhiambo — Wed, 11 Mar 2009 15:45:29 +0000

I don’t like any of them. Others have nailed it by saying the Tropicana looks like a generic brand, the Gatorade is incomprehensible; Gatordade IS NO Nike. I would have no idea what it was.

At least I can tell what the Pepsi IS. That said, I had NO idea those were supposed to be smiles. Stupid.

By: Bill Motzing

Bill Motzing — Wed, 11 Mar 2009 03:55:32 +0000

The thing is, Tropicana is not competing with orange juice makers. Sales figures show they are competing with Sunkist (water, sugar, flavor), Coca Cola (water, sugar, flavor) and Del Monte (pineapple juice?). With this in mind the ’100% Orange’ IS the ‘most important bit of information.’ It is actually functioning as an advertising element. From a design point of view it seems odd but from a strategic stand point it does what packaging is made to do: sell. Tropicana is the hands down leader in OJ. This package is telling people ‘if you want a drink, have a glass of OJ, not a Coke, not a Sunkist not a pinapple juice. Why spend 22 million on just a pretty carton.

By: Bill Motzing

Bill Motzing — Wed, 11 Mar 2009 03:34:12 +0000

I f my little bit of research is correct, Tropicana’s main competitors are Sunkist, Cocal Cola and Del Monte (pineapple juice?). With this in mind the ‘

By: Wm Morris

Wm Morris — Wed, 11 Mar 2009 03:13:05 +0000

I think all you haters need to get in better touch with your perimeter oscillations.

By: kuri

kuri — Tue, 10 Mar 2009 19:47:23 +0000

I don’t know about the Gatorade. I’m wondering if the lightning bolt is really that recognizable and if people will get that “G” and “Gatorade” are exactly the same thing. Kind of cool if it works, though.

Pepsi should have stopped in 1962. (Although I suppose a large hunk of their target demographic might not even know what a metal bottle cap looks like anymore.)

I like the Tropicana design just fine aesthetically, but it doesn’t say “Tropicana.” It looks like a generic supermarket brand.

By: John K.

John K. — Tue, 10 Mar 2009 03:00:12 +0000

Not a fan of the new gatorade. I find their marketing campaign to be irritating.

By: a random John

a random John — Tue, 10 Mar 2009 02:40:14 +0000

They all suck.

Gatorade’s logo sucks the least. Probably because it keeps more of the existing design.

The Pepsi logo is stupid, but I don’t care much about Pepsi since I don’t drink it. They shlod stick with the older logo.

I do drink Tropicana. Or I did. I read that Boston Globe article last week and I really turned offby the idea of my OJ sitting in a tank for a year. Ugh.

I don’t mind the fact that they dropped the straw in the orange thing. I have always thought that was stupid. But the appeal of Tropicana for a lot of people is the varieties. Making it harder to find the variety you want just frustrates customers. Making the packaging look generic drives many to other brands. I would guess that their sales dropped and that is what drove the reversal.

By: BTD Greg

BTD Greg — Tue, 10 Mar 2009 02:20:31 +0000

I’m sure the Pepsi document was meant somewhat tongue-in-cheek. Still, if I’m a Pepsi exec, I’d be thinking to myself, “We’re paying for this?”

By: John C.

John C. — Tue, 10 Mar 2009 01:49:22 +0000

Seriously, that Pepsi document is either the result of a bet, a practical joke, or the stupidest bit of business speak I have ever encountered.