Here's a quick update on two previous posts:
In February I wrote about the outrage consumers had over the new packaging design of Tropicana's orange juice. The mob was loud enough that Tropicana ditched their $35 million dollar campaign to revert back to their old OJ design.
Last week, Tropicana reported a 20% decrease in sales from Jan 1 - Feb 22 (the day before the debranding announcement). That is a loss of nearly $33 million during that short time period; all because of a little change in art.
has anyone seen the old/new design back in the grocery store?
Two months ago I also wrote about Starbuck's new venture VIA, its single serving, water soluble, instant coffee. At the time I thought it was a bad decision for the brand, and that opinion hasn't changed. Whether it tastes good or not, Starbucks shouldn't try to be everything for everyone. They already tried that and it backfired.
Regardless, the VIA rollout continues. VIA is now being sold in Target, Costco, and Barnes & Noble stores in Seattle and Illinois. If you live in those areas, try some and let us know what you think? Would you have VIA every day or only on days when you're in a hurry and need a last resort coffee?