Snapple updates packaging

It seems that during this economic recession companies are spending more time and resources on updating their brand. With the drastic changes in consumer spending, shopping and price perception an overhaul of packaging seems to be the right move. So far it has worked for some, but not for others (Tropicana). Snapple is another company who not only decided to redesign their packaging, but also updated their formula to set themselves out from the competition.

The new Snapple formula uses sugar as the sweetner (which I definitely approve of) and each drink is derived from tea leaves. To bring attention to the new formula the new packaging will graphically include tea leaves in addition to a new "sleeker" bottle. However, I'm not sure the new creative for the label is really an improvement. The current trend of packaging features clean, modern, and clear packaging that communicates the product to the consumer. The packaging should connect the consumer with the product and immediately identify the brand. Snapple's new design is a bit busy and integrates too many messages, none of which is their brand logo.
My biggest problem with the new label is the disconnect between the various beverages. The brand logo for Snapple is placed on the packaging several different ways depending on the product. Shouldn't the brand be the hero of the product? Shouldn't the consumer look at the product and realize without any question that it is Snapple? I had to hunt for the brand name especially on the new tea bottles and the water.

The creative is more modern then their original design, but still falls short of being great. Out of the new designs the best creative is for the water. I like the graphic interpretation of water and how it relates to the product, however, it definitely reminds me of VitaminWater. But again, I wish the brand logo was consistent and clearly prominent on the packaging.

I am glad, however, that after 37 years of the same brand image Snapple decided to make an update. It was long over due. However, I don't think that by hiding the logo behind the product description and features is the answer. If you are redesigning Snapple the consumer needs to differentiate Snapple from other products. Overall, the packaging is just ok. Definitly not my favorite. [source: BrandWeek]

Tropicana Sales Plummet

I mentioned before that Tropicana's packaging redesign was a huge mistake (they should fire their creative team or agency), but now it is confirmed. Their sales decreased by 20 percent resulting in a loss of tens of millions of dollars between Jan 1 - Feb 22. That is insane!! [SeriousEats]

I'm eager to see if they attempt to redesign again or if they will go back to their original packaging. Hopefully they will learn from this and take some time to rethink the strategy and objective behind the redesign. They need to look at their brand and determine who they are and what they want their customers to see on their packaging. I think that their packaging was due for a redesign, but to go completely "modern" was not the way to go. I hope they try again and succeed.