Tropicana Line's Sales Plunge 20% Post-Rebranding†

OJ Rivals Posted Double-Digit Increases as Pure Premium Plummeted

Advertising Age, April 2, 2009 — Tropicana's rebranding debacle did more than create a customer-relations fiasco. It hit the brand in the wallet. After its package redesign, sales of the Tropicana Pure Premium line plummeted 20% between Jan. 1 and Feb. 22, costing the brand tens of millions of dollars. On Feb. 23, the company announced it would bow to consumer demand and scrap the new packaging, designed by Peter Arnell. It had been on the market less than two months.