Brand Loyalty Matters for Ever So How to Keep Loyal to Your Users RIGHT

This happened a long time ago, but there is nothing new under the sun. So let’s take another look. After all, this packaging change caused a loss of more than $50 million in 2009. ?? So it's $70 million in 2023.

Background: Tropicana is a very famous brand that sells juices all over the world. On January 9, 2009, PepsiCo's brands decided to replace the existing packaging design of its best-selling orange juice and adopt new packaging for the North American market. ??

In this case, many consumers didn't recognize the product on supermarket shelves. Some loyal consumers saw the “100% Orange Juice” and asked themselves if the product was still the same as the Tropical Pure Premium they always trusted. Then appeared a series of confusions in consumers' minds who lost their main reference elements to recognize the product. These include: ??

• The orange with the straw ??
• The original logo
• The focus on “100% Orange” instead of “Pure Premium ??

WHY?

• The orange with the straw ??

People don’t directly believe what you are talking about, like 100% orange,

They are more willing to believe in things that their subconscious mind can come up with, things that are closer to the truth, such as an orange is an orange. that's why consumers assume it's PURE PREMIUM.

This reminds me of the advertising slogan of a famous mineral water brand in China: We do not produce water, we are just Nature's porter. ??

• The original logo

Consumers feel an emotional bond with the appearance of the product and brand they love. ??

Moreover, in many purchasing decisions, especially for fast-moving consumer goods such as beverages and foods, people’s consumption decisions are more inclined to impulse consumption. They like friendly, direct, and trustworthy information that comes from their own reasoning and certification. ??

• The focus on “100% Orange” instead of “Pure Premium ??

Branding elements on packaging cannot all be changed at once

Packaging is the last communication channel brands have with consumers in the purchasing decision process. Its design and content are essential to the brand because it will influence the consumer's decision at the last minute. Tropicana's consumers didn't recognize or like the new product design and therefore decided not to purchase it. ??

The lesson is that brand loyalty is strongly tied to emotional connections and visual familiarity built over time. Drastic redesigns can disrupt that, especially for fast-moving consumer goods where purchase decisions tend to be impulsive.

HOW?

But with today's AI capabilities, data-driven iterative testing, and digital engagement, brands can reinvent packaging without alienating customers.

• Advanced AI tools can run predictive modeling to estimate optimal packaging iterations. By testing countless variations with consumer focus groups, their reactions and preferences can be quantified to fine-tune designs. ??
• With an iterative approach rolling out minor changes over time, consumers progressively adapt while keeping connected to legacy branding. Local/regional test markets provide contained feedback loops for refinement before going national. ??
• Messaging is key—even with new packaging, brands should reinforce continuity in what people are buying. Subtler visual bridges to original packaging also help, like consistent colors and logo fragments. ??
• Meanwhile, social media and digital advertising build familiarity with packaging changes pre-launch. Generating buzz smooths the transition, and promotions incentivize the purchase of newly packaged but same products. ??

In essence, today's AI-powered design capabilities, constant customer feedback loops, and digital engagement tools enable packaging evolution without risking brand identity. They prevent missteps like Tropicana's $50 million mishap. The future is bright for revitalizing packaging while respecting loyalty!

Keeping an open mind to new suppliers and partners will be very helpful in focusing on users from more perspectives. Here are some key reasons why:

• New suppliers can offer innovative materials, technologies, or capabilities that enable product improvements or enhanced efficiency. Staying rigid with the same old partners can lead to stagnation.
• Fresh perspectives from different suppliers can inspire creativity. Long-term partners may start to think alike, limiting idea generation.
• Cost savings or better financial terms may be available from new suppliers eager for business. Periodic competitive bidding is healthy.
• Over-reliance on a single supplier creates a risk if they underperform or become unable to deliver. Having backup options provides insurance.
• Testing new suppliers incrementally allows evaluation before fully switching. Can start with small batch orders.
• Supplier diversity provides societal benefits and reflects customer diversity. Adding minority-owned partners is ethically and strategically sound.
• New suppliers can add agility and flexibility. If supply chains get disrupted, a broader stable of partners allows pivoting.

Packaging is a silent salesman. Of course, there are many channels between your brand and users, but before the final purchase occurs, please do not destroy the continuity, integrity, and authenticity of your brand communication. From research and development to launch, this is a relay race after another. Let's win this last leg of the race together.

At Qingdao New Tenda Glass Co., Ltd, we take pride in being a leading high-tech enterprise that specializes in research, development, manufacturing, and sales of top-notch glass bottle packaging. With the added advantage of self-owned import and export privilege, we offer a comprehensive range of customizable glass bottles to meet all your packaging needs.

Know more about us: https://www.dhirubhai.net/pulse/elevate-your-spirits-brand-exquisite-glass-bottles-eva-yee-amor-fati

Know more about our crafts surface treatment: https://www.dhirubhai.net/pulse/decorate-your-glass-bottles-unique-brand-spirit-eva-yee-amor-fati

Know more about customized molds:

https://www.dhirubhai.net/pulse/precision-glass-bottle-molding-navigating-complex-eva-yee-amor-fati

Welcome to inquiry, small or big, young or old, we know it's important.

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