Tropicana’s Updated Packaging
In 2009, Tropicana abandoned its longtime brand symbol — an orange with a straw protruding from it — in favor of a more modern-looking package design.
The Backlash
Consumers revolted, complaining about the brand makeover via mail, email and telephone, asking Tropicana parent PepsiCo Inc. to bring back the original look. The company listened and ended up reverting to its original design.
“We underestimated the deep emotional bond” consumers had with the original packaging, Neil Campbell, president at Tropicana North America, told The New York Times. “Those consumers are very important to us, so we responded.”
