Food - News
Tropicana's Rebrand Attempt Was A Complete Disaster
By CARLOS HERNANDEZ
One way that major food brands stay relevant is through a rebranding effort, but it can be hard to predict the response consumers will have to change. Popular orange juice brand Tropicana found that out the hard way when its 2009 Tropicana rebrand attempt ended up as a complete disaster that they tried to forget.
Tropicana spent $35 million with the now defunct Arnell Advertising for its rebrand effort, and went on to lose $20 million in sales in just one month. They replaced the iconic orange juice carton with a minimalistic photo of an orange juice glass, and made changes to its logo, both of which failed to produce new business.
The situation became so dire that customers began complaining about the rebrand of the iconic Tropicana look on social networks, in letters, and via phone calls. According to The New York Times, one customer email went as far as to say, "Do any of these package-design people actually shop for orange juice?"
Neil Campbell, president of Tropicana North America, was initially dismissive of the outcry, but later stated that the company's research failed to foresee “the passion this very loyal small group of consumers” would have. The original design is used in Tropicana branding today, proving that "If it ain't broke, don't fix it."