Tropicana Swaps Carton for Carafe

The Wall Street Journal

FEBRUARY 17, 2011

By MIKE ESTERL

After extensive recent market research, Pepsi is switching Tropicana's old carton to clear plastic carafes.  This is in response to Coca-Cola's Simply Orange packaging, which is steadily gaining close to Tropicana's market share.  Tropicana failed at attempting repackaging two years ago.  Research has shown that customers like to see the juice in the container.  Based on an online survey, a source of primary data, consumers tend to choose their juice based on quality first, then price.  However, nearly half noted Simply's nice packaging.  Both Pepsi and Coca-Cola have found that non-carbonated drinks are a key growth area.  Tropicana will be have the new packaging out in the coming months.