This would have been bold at the best of times. It had the extra appeal of being highly positive when so much other news was negative.
So Pepsi acquired a new smile emblem, Gatorade aimed for the G spot and Tropicana looked beyond its fruit core. Within weeks, however, the company had to promise a return to the old Tropicana design. Consumers had protested. Tropicana had tripped.
The lessons from this are salutary for us all:
Praise, though, should also be given for two aspects of this episode which might otherwise not be fully appreciated: PepsiCo did at least use its imagination in taking a lead, and it also responded swiftly to its customers’ concerns. As a result, Tropicana may emerge stronger rather than weaker.
Source: BevBlog
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