New Not Always Better

Tuesday, 17 March 2009 17:24 Phoebe Chongchua

Consumers Say No Go! Did Tropicana blow it?

Sometimes new is simply not better. Of course, it's a matter of opinion but if you no longer stand out in the world of products then you're going to lose consumers.

Recently, Tropicana created a new look for its OJ carton and, well, the new look (to many consumers) looked bland, unrecognizable and generic. The new marketing created such controversy that the company sucked it up and crushed the new look. "Do any of these package-design people actually shop for orange juice," complained one writer of an email message. Thus, the old packaging prevailed.

It wasn't just that the packaging looked so generic, consumers complained that it made it harder to identify which variety of OJ was in the carton.

Actually creation and innovation are part of the business of continually marketing products and services. But remember that just because those inside (working for the company) may be tired of a particular look, the consumers might not. And, in fact, the consumers (with any luck) have come to recognize a product's particular packaging and look. It helps them easily identify it and quickly put it in their shopping cart.

Consumers want reliability. They want products in the same location in stores. They don't want to have to search up and down aisles and have to relocate items every single time they go to the market. They want consistency.

Moral of the story: if it ain't broken don't fix it. Keep it simple for consumers. And remember, just like in journalism, don't bury the lead.

If you're selling a product, make it easy for consumers to know exactly what they're getting or they might just look elsewhere.

Phoebe Chongchua
		About the author:
		Phoebe Chongchua is an award-winning journalist who appears on TV, in print, and on the Internet. She's a former ABC affiliate News Reporter/Newscaster who founded Live Fit Magazine in 2004, recognizing how the journalism industry is rapidly moving online. The magazine has evolved frrom producing content only for LFM to producing much-needed video feature news stories and documentaries for companies and associations. Phoebe discovered an unfulfilled niche market and expanded LFM in order to meet the needs of a growing marektplace. Her clients are happy she did! Live Fit Magazine produces video news stories that entice viewing audiences to watch the video, spread the message, buy the product or visit the establishment. It's a creative, credible approach to marketing companies, products, and services. Few companies offer what Live Fit Magazine can do for your company in a single feature video story. Phoebe works with clients to seamlessly integrate their newly produced video into their current marketing materials. She offers expert advice on new marketing strategies and call-to-action campaigns. Her innovative efforts keep companies positioned for success and their customers regularly watching new and informative videos.
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