julius tigno- fresh from the dairy project

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Rebranding- Mr Muscle

I've decided to get worked up about the new Mr Muscle commercial, it is beyond me & I feel genuinely quite upset every time I see it.

The Original



Some puny bloke in a vest, barely able to summon up the strength to press down the nozzle on a can of Mr Muscle spray, cleaning up his kitchen in no time. I loved it, okay its obvious some commercials transcend their original purpose, 'to sell you stuff', to become something entirely cultural & classic but the rebrand is poor.

I can't find an English 'dubbed' version but you get the picture. Mr Muscle is now promoted by a scientist who wears an orange jumpsuit under his lab coat and goes charging into other people's houses without an invite!




With this rebrand we're left with something worse than lame humour, bad animation and bad dubbing. Add bad CGI to the equation, and you have the above.

Rebranding- Tropicana goes back to old packaging

The New Design

One aspect of the new Tropicana packaging is being kept: plastic caps for the cartons, that are shaped and colored like oranges.

The Original Packaging

Tropicana is to go back to its old packaging designed by Sterling Brands, following many complaints of dislike for the new packaging designed by Arnell Group.The redesigned packaging that was introduced in early January is being discontinued, bringing the old one back. Tropicana claim that the change is due to the opinion of the few, and not the many,

“it was a fraction of a percent of the people who buy the product".

Personally, I think the change is eye-catching but very plain & bland, the design does not reflect the product. Which is one of the reasons i think it has failed.The number one complaint I've heard is that it's harder to find the specific type of juice (Ruby Red, Lots of Pulp, Calcium, etc.) you're looking for. Ive also heard people say that the new version looks more "generic."

Tropicana's equity lies in the fact that they own the orange. The symbolism of a straw stuck pushed straight through the skin of an orange is the very definition of freshness and purity. Stripping the layers of meaning away by using an image of a glass of orange juice suggests that of a me too (copycat) brand. One that does not own the definition of an orange bursting with juice, but 'just' a product, being poured into a glass. The new design suggests the product is not special, not different & definitely not ownable. This said I wouldnt personally say that the juice box couldn't have done with a redesign, but it needs one that understands, respects and makes use of the equities in an established, & well respected brand.

(images courtesy of flickr)