by Jaley Cranford
As I punched the button for a familiar soda choice, I awaited a familiar purple can. But the purple marketing blunder that I grabbed was a far cry from the Grapico can of my childhood.
Though the packaging bears no influence on the familiar taste of the grape soda, I was incapable of enjoying it. This horrific rebranding begged the question: what guy at Grapico fell asleep at the wheel and sent this idea forward?
Grapico has long been packaged in a purple can with a diagonal text logo.
The rebranding shows a grape that I expect to dance at any moment accompanied by a new tagline: A Southern Tradition.
Conflicting ideas? Anyone who is drawn to the clipart-esque cartoon of a grape is probably more interested in when Dora the Explorer airs than the idea of Southern tradition. More than the obvious discrepancy . . . and tagline . . . and art, this product looks like an off-brand soda. When I first saw this can, I paid no mind and assumed that someone had brought a can of Walmart grape soda from home. Is that the way Buffalo Rock wants to market Grapico?
Maybe the soda market is a breeding ground for bad rebranding ideas. Mountain Dew, Mellow Yellow and Grapico have all done a round of throwback cans recently. But apparently Mountain Dew and Pepsi throwbacks are here to stay.
Bevreview.com reported Buffalo Rock announced both Pepsi and Mountain Dew would be available in a throwback can or bottle for the indefinite future. Due to overwhelming positive responses from fans, the soda company kept this…
Who are these adoring fans? Who are the millions in love with these cartoon relics that are a mockery of design? Apparently some such fans are running Grapico.
According to an article on al.com, Buffalo Rock execs said, “This ‘new retro’ look brings together the nostalgic best of Grapico’s proud history and the ever-growing popularity of the same grape great taste.”
The article continued with a quote from another proud figurehead. “We really wanted to splice something old with something new to create a new look for Grapico and Diet Grapico,” said Buffalo Rock Chairman/CEOJames C. Lee III.
New? I’m still searching. Maybe it’s the clipart grape . . . that was new . . . in 1998. I’m not against throwback packaging. But this Grapico has turned into a big purple mess.