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02/24/2009 by Blair (comments: 0)
Tropicana will be resorting back to their old package design only months after introducing the brand new look. The old design of a fresh Florida orange with a straw protruding will be popping back up on shelves everywhere. The redesigned packaging with the orange juice on the top left hand corner will begin to disappear from shelves. Neil Campbell, President of Tropicana North America, stated that it wasn’t the amount of hatred towards the new label; it was the underestimation of the emotional bond people had with their original packaging. "Those consumers are very important to us, so we responded," stated Mr. Campbell. You will start seeing the updates starting in March, but for now the ads and commercials will still contain the previously redesigned packaging. Mr. Campbell said, "I feel it’s the right thing to do, to innovate as a company. I wouldn’t want to stop innovating as a result of this. At the same time, if consumers are speaking, you have to listen."