Tropicana Packaging Redesign

PepsiCo's $35 million Tropicana packaging redesign is a cautionary tale of overthinking a beloved icon, replacing the iconic orange-with-a-straw with a sterile modernist image. The result was a 20% sales drop and a $50 million loss, making it the second most expensive rebrand failure on this list after #1. Despite the hefty price tag, the redesign's rapid undoing proves that even major corporations can't force-feed a new identity to a loyal audience.