Tropicana Packaging Redesign — #4 in Top 10 Worst Corporate Rebrands | Top10Grid
#4
Tropicana Packaging Redesign
PepsiCo paid Arnell Group $35 million to redesign Tropicana's packaging, removing the iconic orange-with-a-straw image, which caused a 20% sales drop and a $50 million loss before they reverted in two months.
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