I couldn’t resist the headline. This orange juice thing is driving me nuts.
I feel like this isn’t the last time we’ll see this sort of stunt. First, every graphic designer has a go at the comments. Then, the brand people. Finally, Tropicana folds under the pressure.
You know whatâ€™s fascinating to me? These guys had to have spent thousands of dollars testing every aspect of this major brand reset with their core customers. Thereâ€™s no way this couldnâ€™t have seemed like a sure thing to them. So they release it and, as to be expected, change provokes a conversation â€“ people that love it, love it internally and people that hate it need to externalize. Today, since everyoneâ€™s crawling the web to indirectly poll peoples opinions, Pepsi gets exactly what they set themselves up to find – lotâ€™s of critics.
So hereâ€™s the big moment, do you show some leadership and engage, or do you run scared?
You could succeed! Years from now people could be raving about how you have a vision. You delivered simpler packaging to the crowded, noisy super market. (Remember, we live in a post-rationalized world).
Tropicana didn’t even make the first turn. They didnâ€™t even ride out the media storm to see what effect it had on their product sales. Thereâ€™s a fascinating line between sensitive industry leaders and industry leaders that are just too sensitive.
As for the Times article, Twitter is interesting, but thereâ€™s no way itâ€™s the ultimate focus group. Itâ€™s highly edited, itâ€™s not how people feel, itâ€™s what people want the world to know about them. That guy saying â€œtwitter is the ultimate focus groupâ€ really feels like a person who wants to use a hammer for every jobs he has to do…
I wonder will happen when everyone starts Twittering about how much they hate Starbucks’ instant coffee.