Consumers squeeze Tropicana marketing

Tropicana BrandsOnline and offline, consumers are passionate about their brands. Tropicana recently swallowed a mouthful of pulp with their redesign of their flagship product Tropicana Pure Premium Orange Juice.

The redesign is drawing thoughtful critique and strong commentary online, but Tropicana insists that it’s not the volume of negative buzz that swayed them to revert to the old design. The online outcry is a “fraction of a percent of the people who buy the product,” according to Neil Campbell, president of Tropicana North America. Rather, Tropicana says it is rolling back the design because the negative reaction came in part from some of its “most loyal consumers.”

To me, this feels like an arbitrary and false distinction. Too many companies are still mentally dividing the universe into the angry hordes online who bring down brands and the loyal purchasers who exist primarily in an offline world.

Heads up to marketers: these worlds are officially colliding. As women 55+ make up the fast growing group on facebook, it’s time to re-think assumptions about how and where consumer opinions spread. It’s a new reality that every individual is armed with a printing press, and a new necessity to understand how online information sharing can ignite to influence a wide swath of consumers.

Photo credit: justinlai


Written by

Wayne St. Amand is a veteran marketing leader with a track record of significantly accelerating the growth trajectory and valuation of technology businesses. At Crimson Hexagon, St. Amand is responsible for driving business expansion through the company's global corporate and product marketing efforts.

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