Re-Branding: Tropi-can & Tropi-can’t
The Tropicana Resort & Casino is one of Las Vegas’ classic casinos, built in 1957. Some scenes in Elvis Presley’s Viva Las Vegas were shot there. James Bond was a guest in Diamonds Are Forever. The hotel is now under renovation and will re-launch with new branding in 2010. According to the CEO,
The new Tropicana Las Vegas will have a hot Havana-like vibe with pulsating music, live salsa dancers, bright tropical colors and a sizzling nightlife scene.
I think the new brand reflects this value proposition very well. (before and after logos above)
Another Tropicana wasn’t so successful earlier this year with its rebranding efforts. PepsiCo’s Tropicana juice was re-launched in February . Critics hated the new look. Apparently consumers mistook the new drink boxes for generic brands – sales quickly fell 20%. Opinions on logos is one thing, but money talks! Pepsi re-introduced the old brand a few weeks later.