Pepsi, Gatorade & Tropicana Redesign
If you haven’t noticed the Pepsi Company has overhauled the branding on three of its most popular beverages: Pepsi, Gatorade and Tropicana. Whether people drink these or not, most have an opinion on their new looks (all three redesigns were executed by the same design studio for a cool $22MM). Here’s mine:
GATORADE
I’ve always loved Gatorade. Never something I buy to just sit in my fridge, but if I’m ever going to do anything physical (go running, play sports, etc.) I prefer Gatorade over Powerade and even water. Original lemon-lime. Yum.
You will notice that this re-brand came with some confusion at first. There were those commercials with the different stars and the big “G†at the end. I was curious, but not curious enough to try to figure it out, knowing that whatever it was would soon be revealed. And it was. And I like it.
You will note a few major differences. The new logo no longer says “Gatoradeâ€, rather it’s just the lightning bolt and a big G (and in some cases just the bolt). This is what I call the “Nikefication†of the brand, where they have reduced it down to its bare essentials, simplifying the mark to an easily recognizable icon. That lightning bolt is so recognizable that they don’t really need the name “Gatorade†with it in the same way that Nike doesn’t need to say “Nike†anymore.
Another major change is the label has gone from green opaque to a clear/transparent. This way the color of the liquid has a greater impact on the consumer. There’s just a little more of the “I can see exactly what I’m getting†feeling. In this case I think it works. I’m neither here nor there regarding the adjustment of the shape of the bottle.
PEPSI
Pepsi’s largest competitor Coke recently scaled their package design way back to its basics, eliminating all extraneous elements like drop shadows and condensation beads. In fact, they will soon be losing the “CLASSIC†on their cans (20 years after the reason for having that verbiage on there). Pepsi on the other hand has always tried to conform to the current young generation, therefore you can expect regular updates and changes to its logo and overall brand. This most recent update was done by the Arnell Group here in New York City. I wouldn’t usually even mention this except for the fact that I want all of you to take a gander at this document that they put together with the purpose of selling this redesign to the Pepsi execs. That document embarrasses me to work in the field of branding and design. It’s pure bullsh** and I hate them for using it.
Regarding the actual design itself (and none of the ridiculous explanation for it), I’m mixed. Let’s start with the good. I really like the typography. I like the simplicity of the font and the customization of the lowercase “e†and its reference to the logo mark itself. Very nice. I also like the simplicity of the packaging. It’s actually similar to Coke in that they have removed all of the extraneous elements and are clearly communicating what you are getting. Very nice.
Now the bad. I think the mark is butt-ugly. Yeah, I get that it’s supposed to be a smile (and the center of the universe and all that), but it’s just rendered in an ugly fashion. The shapes are just not that elegant, they look like a first draft with no refinement. Someone suggested it looks like a plumber with a red t-shirt leaning over and all you need is a little line showing his crack. Ugly stuff. I also think it’s a loss of what was a very recognizable iconic shape (the wave between red and blue). I like the idea of adjusting the width of the smile depending on the product, but I think they have failed in the execution. Bummer. I also like their advertising (putting the logo as the “o†in short, inspirational words or phrases). Oh wait, I meant that I liked it when Obama did that.
If I had my druthers I’d go back to the logo from the 80’s. I don’t know if that’s nostalgia talking or because I think it’s the most complete and iconic use of the brand and logo.
TROPICANA
You will notice that I’m going from most favorable to least favorable redesigns. This design has sparked more debate and controversy within the design community than any in recent memory. I never realized people cared so much about their orange juice boxes.
What’s ironic about this redesign is that the Arnell Group has built in many things designers love (white space, sans-serif typography, simplified design, made the product the “heroâ€) but all to a negative effect. None of those changes work. But the biggest offender is that they stripped all of the brand’s equity (anything you associate with that brand) from the package and replaced it with a cold, confusing package. 100% Orange? Why is that the most important bit of information? We’re already in the orange juice aisle, wouldn’t we want to know the brand first and then the amount of pulp second? Speaking of pulp, why are you hiding that information at the top in a tiny band of varying colors? And why did you take the logo and shake out all of the personality leaving a stark, bare, lowercase logo that looks like every other recent logo redesign? And turn the logo on its side facing out? Arnell, you really just wanted to bump the logo right off the package didn’t you? And then, AND THEN, why did you get rid of the orange with a straw in it???? That was your icon? That was what everyone remembers from the commercials? And you get rid of it and replace it with an ugly glass with some yellowish orange juice in it? Sad.
Well, the good news is that after all of this firestorm (and it wasn’t just in the design community, but apparently a large portion of Tropicana’s customers) the execs decided to pull this design and will go back to the old one (the only thing they will retain is the orange-shaped cap, which I like). This is a ballsy move. And expensive one. A move that design legend Paula Scher says is “the worst thing to happen to graphic design since focus testing.†It’s an interesting sentiment, but I disagree. I think bad design is what is bad for graphic design, not corporate execs listening to their customers. Part of the problem was that the Arnell Group did very little consumer testing and they shouldn’t be surprised at these results. (And by the way, the purpose of focus testing is to inform design, not to determine it.)
What are your thoughts?
Posted on March 9, 2009, in Pop Culture. Bookmark the permalink. 38 Comments.
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I’ve been corrupted, I can only think of this when I see the pepsi logo.
Hadn’t seen any of these. My first impression is that the Tropicana redesign is the only one I like.
I can’t help but think that the 100% Orange logo is in response to losing market share to Coca-Cola owned Simply Orange.
The Pepsi document you link to isn’t working.
Susan,
Why do you like it?
Tim,
Link fixed.
I’ve seen the new Tropicana design for weeks and the first time I noticed it was a glass was reading your description above. From a medium distance, it just looks like an abstract curved orange shape. I will continue to purchase the fresh-squeezed juice from the fairway that has pictures of oranges on the label and didn’t need a multi-million dollar redesign.
I don’t buy those other products nor am I impressed by the new designs.
And I thought the new Gatorade was a spin off and not the real thing. (like Diet Gatorade or something.) and It just irritates me the way they cut:
BE
TOU
GH
It makes me crazy. My mind makes it:
BE
THOU
GH
And I just don’t buy the product now, which is a shame, because I normally would buy Gatorade.
On the Other hand, I like Tropicana. Thy are the best Orange Juice in the Universe, and I would buy their juice if it came in ziploc baggies with sharpy written on it. So I don’t think they heart their brand equity. 100% Juice is the most Important thing to Tropicana because their major competitors now include Sunny Delight and Tampico, which are not “100% Juice”. On the flip side, I like the OJ in the wine glass also, I think it suggests the elegent smoothness that Tropicana offers, which is a major differentiator over it’s major 100% juice competitor, Minute Maid.
Rusty, you’re right, that document was an embarrassment. You’re also right that the 1973 Pepsi design was the best by a large margin.
Tim, I believe the document link is working, it’s just that there’s nothing on the first page.
I brought up the new Pepsi logo in another forum after seeing it for the first time back in December. I floated my theory that it looked like Pepsi was trying to cash in on Obama-mania. Others disagreed.
I still think I was right.
Completely apart from anything political, I don’t care for the new logo. It’s asymmetrical, and too much of a departure from the old Pepsi logo that is so iconic. I also think it’s too 2-dimensional.
Interesting. While I agree that Sunny D and Tampico are pretty nasty orange punches, I honestly can’t tell the difference between the different brands of “pure, not from concentrate” orange juices. They all taste pretty good to me. Simply Orange was on sale at my local supermarket this week and I got a couple bottles. It’s good, but not noticeably better than Tropicana/Florida’s Best/Minutemade premium versions. I think in a blind taste test it would be impossible to tell the brands apart.
Greg,
There is an argument to be made that Pepsi copied Obama’s advertising (and I’ll agree with that argument), but to suggest that the logo redesign is a copy of Obama is wrong. That could almost be argued the other way around, that Obama copied the (old) Pepsi logo (which I don’t agree). Look, there are only so many things you can do with a circle with red, white and blue and make them not look similar.
I would buy their juice if it came in ziploc baggies with sharpy written on it.
Matt,
This is exactly why your opinion doesn’t matter to Tropicana. You will buy their product no matter what they do. They are more interested in those to whom packaging actually matters.
Wow. That is bad. That exemplifies my disgust with ad agencies.
Yeah, it’s not a copy, or even close enough to be considered something like an infringing mark. But I do think the redesign intentionally makes the Obama allusion. And Pepsi’s recent marketing makes it clear that, even if the redesign wasn’t intentionally Obamaesque, Pepsi enjoys making the most of the similarities.
I think I like the Tropicana redesign because there’s something about an orange with a straw stuck in it that bothers me.
I hadn’t noticed until your comment.
I bought some this weekend, and this design didn’t work. It was unrecognizable. For some things, I simply look for the usual packaging, and I have no idea who makes it. Changing the packaging like that makes me think at first, “oh great, they quit making my orange juice. Well, this other new stuff is on sale. Wait, it says Tropicana. Is that who I used to buy? Eh, it’s on sale.”
As the missionary guide used to say, less effective.
Rusty, Pepsi 1962 FTW. it is bold and direct, but still a great design. It is most suited to a bold American brand.
I’m sure I wasn’t the only kid to find out the hard way that a straw won’t even penetrate into an orange. And even when you use a knife to get through the peel, you can’t use a straw to suck out the juice. That was seriously disappointing to learn.
I generally buy orange juice based on price. The first time I bought the new Tropicana, I don’t think it even registered with me that it was Tropicana. I assumed it was some house brand it looked so….uh….unclassy. I’m glad they’re switching back.
I looked at the Pepsi Document – as a non add guy who has some brainpower my only thought is “What the…!!!”
I just examined the Arnell Pepsi document, and it was remarkably stupid. Wow. I doubt it’s much different from what would happen if the starship Enterprise were to crash into a business school.
The last 2 pages were my favorite.
I hate them all!
The Gatorade design has lost it’s original flavor and is too derivative of all the new vitamin waters. I love the design in theory (for a new product for example), but for a classic sport’s drink, it doesn’t work for me.
Pepsi – completely unremarkable and it loses so much of its history and brand recognition. Ugly stupid logo.
Tropicana is the WORST (Sorry Susan!) Yuck! The packaging makes it look like some schlocky generic brand. All the flavors look the same! It’s like a product out of Repo Man!!
That Pepsi document really is something else. I wish I could have been in the room when that was presented to someone. Were Pepsi execs sitting there thinking, “Yes, these Pepsi energy fields are genius!”
I heard Tropicana was actually switching back.
What a waste of money. (As these things typically are…)
BTD Greg,
From a story about the Tropicana packaging change:
I also love this:
So I guess I was right that the 100% Pure was in response to Coca-Cola. Ahhh…ad agencies.
Also:
Apparently, despite what Coke and Pepsi say, “100% orange juice” isn’t really anyway. Then again, some people just like to ruin everything for the rest of us.
I never buy any of those products anyway. I don’t have any brand loyalty with drinks: I buy whatever’s on sale that doesn’t taste completely gross (Kern’s, I’m looking at you).
That document looks like an elaborate joke. My biggest problem with the OJ redesign is not being able to readily tell the varieties apart.
Seriously, that Pepsi document is either the result of a bet, a practical joke, or the stupidest bit of business speak I have ever encountered.
I’m sure the Pepsi document was meant somewhat tongue-in-cheek. Still, if I’m a Pepsi exec, I’d be thinking to myself, “We’re paying for this?”
They all suck.
Gatorade’s logo sucks the least. Probably because it keeps more of the existing design.
The Pepsi logo is stupid, but I don’t care much about Pepsi since I don’t drink it. They shlod stick with the older logo.
I do drink Tropicana. Or I did. I read that Boston Globe article last week and I really turned offby the idea of my OJ sitting in a tank for a year. Ugh.
I don’t mind the fact that they dropped the straw in the orange thing. I have always thought that was stupid. But the appeal of Tropicana for a lot of people is the varieties. Making it harder to find the variety you want just frustrates customers. Making the packaging look generic drives many to other brands. I would guess that their sales dropped and that is what drove the reversal.
Not a fan of the new gatorade. I find their marketing campaign to be irritating.
I don’t know about the Gatorade. I’m wondering if the lightning bolt is really that recognizable and if people will get that “G” and “Gatorade” are exactly the same thing. Kind of cool if it works, though.
Pepsi should have stopped in 1962. (Although I suppose a large hunk of their target demographic might not even know what a metal bottle cap looks like anymore.)
I like the Tropicana design just fine aesthetically, but it doesn’t say “Tropicana.” It looks like a generic supermarket brand.
I think all you haters need to get in better touch with your perimeter oscillations.
I f my little bit of research is correct, Tropicana’s main competitors are Sunkist, Cocal Cola and Del Monte (pineapple juice?). With this in mind the ‘
The thing is, Tropicana is not competing with orange juice makers. Sales figures show they are competing with Sunkist (water, sugar, flavor), Coca Cola (water, sugar, flavor) and Del Monte (pineapple juice?). With this in mind the ’100% Orange’ IS the ‘most important bit of information.’ It is actually functioning as an advertising element. From a design point of view it seems odd but from a strategic stand point it does what packaging is made to do: sell. Tropicana is the hands down leader in OJ. This package is telling people ‘if you want a drink, have a glass of OJ, not a Coke, not a Sunkist not a pinapple juice. Why spend 22 million on just a pretty carton.
I don’t like any of them. Others have nailed it by saying the Tropicana looks like a generic brand, the Gatorade is incomprehensible; Gatordade IS NO Nike. I would have no idea what it was.
At least I can tell what the Pepsi IS. That said, I had NO idea those were supposed to be smiles. Stupid.
Ha! For anyone who thought the Pepsi docs were awful, I am laughing right now. Companies eat that sh*t up. They love to be presented with documents like this. I know. I’ve designed them before. Also, I think it is a little unfair to put all of the blame on the agency here. I used to work for MM and those execs know exactly what they are looking for, they are just trying to find a respectable firm to produce it for them. Do YOU know of a firm that will turn down a $22MM contract? Also- for clarification- the Simply Orange line is not a competitor with Tropicana’s base line. MM never intended it that way and Tropicana has released their own products to compete. They each have a low, medium and high end product. They only ever mimic what the other does. Also, the 100% juice is the point of difference between the two (MM is from concentrate). All that said, I hate these redesigns. Gatorade is the only one worth trying to salvage.