So, here’s an example of where crowdsourcing could have saved the day… Oh and likely millions of dollars. 

In early 2009, Tropicana revealed a fresh look for their juice cartons. But customer uproar was so loud and consistent, that within two months, it was pulled and replaced with the old. Tropicana’s parent company, Pepsi, was inundated with backlash from OJ consumers, many of whom protested the new look’s “generic” and anonymous appearance. It wasn’t just familiarity and fondness; it was practical – people couldn’t find the new cartons on the shelves.

How much money flew out the door? They won’t say, but the party line that the cost “wasn’t significant” sounds pretty unlikely. The “squeeze” ad campaign that ran with the change was an investment of approximately $35 million, and though it was more successful, it is partially stuck with the new look. We feel pretty confident that a call to the crowd for input on new carton look would have saved Tropicana the shame and failed launch. Or how about a crowd vetted contest to create the new package and be a star on the first 100 boxes. Let the consumer pre-vetted by consumers! For a brand all about fresh, there was a big opportunity missed to take a fresh approach.

Remember, if you’re selling to people, they have a voice. Whether you want crowd participation or not, you’re going to get it. It’s your choice whether it blindsides you or benefits you. Make the call.

Elsewhere on the web:

Tropicana Discovers Some Buyers Are Passionate About Packaging - NYT, FEB 22

Never Mind! Pepsi Pulls Much-loathed Tropicana Packaging - Fast Company, FEB 23

Tropicana’s Trouble: Why Loyal Customers Hate Change - bnet, FEB 25

New Tropicana Packaging, Malcolm Gladwell and Sensation Transference - Avoision, FEB 26

Tropicana gets Squeezed - Ries’ Pieces, FEB 27

Peter Arnell Explains Failed Tropicana Package Design – Packaging Digest, MAR 6

Packaging: Lessons from Tropicana’s Fruitless Design  - brandchannel, MAR 16

Top photo by Justinlai