So, that didn’t go well.
In 2009 Tropicana chose to redesign their packaging and put 35 million dollars in a publicising effort to advance their new design.
Be that as it may, the new marketing plan was not acknowledged as Tropicana expected and saw their buyers re-examine whether this was still a premium brand. The new packaging was viewed such a disappointment that Tropicana needed to return to the original.
Not all re-branding techniques go to plan and it is essential to learn from the missteps of others. This specific case study permits you to see precisely what challenges Tropicana encountered and how they managed and dealt with them.