Tropicana Line’s Sales Plunge 20% Post-Rebranding

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, it had been out on the market  for about 2 months.

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