Please Use Straw Hole
Why does Tropicana care how I drink their orange juice? I don’t want to use the straw. I just want to open the carton and drink. Why is it so important to them that they not only have to waste a fourth of their carton to tell me how to use a straw AND print “Please Use Straw Hole” at the point where I want to open the carton?
I wonder what went wrong at Tropicana that caused them to print the phrase, “Please Use Straw Hole” on their cartons…
“It looks like the subjects in Marketing Research just opened up the cartons instead of using the straws again.”
“Even with the ‘Click and Sip’ explanation printed on the side?”
“Yep.”
“What else can we do to make them use the straw? They’re supposed to use the straw, because it’s like, you know… it’s like you stuck a straw into an orange and just started drinking. That’s our logo.”
“Yeah… about that… have you ever tried doing that?”
“Yeah. It tasted horrible. Our orange juice is way better than that.”
“That’s what I thought.”
“Maybe if we put a warning on the carton right where they would open it up, then they’d use the straw…”