Who Moved My O.J.?
Posted by Jim | April 10, 2009 | Comments Off
- Image via Wikipedia
The past few trips to the supermarket, I’d seemingly noticed a shortage of my favorite brand of orange juice, Tropicana’s Pure Premium (pulp free, of course), and an increase in the number of generic store brands for sale. Without giving it too much thought, I assumed the recession had made it difficult for families to afford luxuries such as premium juice, and moved on to the next aisle. Apparently, I wasn’t alone.
Tropicana recently announced that it was reversing its decision to change the long-time labels, including the iconic straw-in-orange logo. Although the new packaging had been in use for less than two months, the period saw sales plummet by 20%. While the company denies any connection, my personal experiences would indicate otherwise.
Anyone who denies the subtle effectiveness of branding would be hard pressed to argue with these results. Especially with a commodity-type product like O.J., nuances such as placement on a shelf, packaging or logos can be the difference between a sale and the next aisle.
Have you had similar experiences with Tropicana, or another product? What other brands have such a powerful “zombie loyalty” effect on shoppers?
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