How Did Tropicana Lose $30 Million In A Packaging Redesign?

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In early 2008, Tropicana lost 30 million USD in sales because they stopped relating to their customers. In January of that year, they unveiled a 35 million USD packaging redesign for Tropicana Pure Premium, their best seller. It put off their customers; they had replaced their iconic imagery of an orange with a straw with a generic glass of orange juice. When redesigning, brands should retain the design elements their customers associated most strongly with their product. Tropicana failed to do this, and ended up returning to their old packaging. Read full article here

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