Friday, March 6, 2009

Throwback Branding Pays a Hefty Price

Marketers love to make something hip and cool to a product that's already hip and cool, and for some reason they receive huge backlash for any of their changes. An easy example would be Tropicana's terrible reviews of it's packaging of juices. For what some would call "generic," I saw a fresh look on freshly squeezed orange juice. If it was me, I would have even made the orange on the package out of clear plastic which in turn lets the consumer know when the juice is about to run out.

Now Pepsi along with other marketers are trying to bring back the classic versions of their products from the 1960's and 1970's in hopes that people will approve. Which, if you think about it, if it worked then, how would it not work now?

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