WTF Fun Fact – Failed Orange Juice Rebranding

In 2009, Tropicana invested $35 million to rebrand their Orange Juice packaging. Within two months of the change, sales dropped 20% and they lost significant market share before quickly switching back. The failed marketing experiment cost them over $50 million. – WTF Fun Facts

Source: What to learn from Tropicana’s packaging redesign failure? (thebrandingjournal.com)

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