Tropicana Line's Sales Plunge 20% Post-Rebranding

Monday, April 6, 2009 - 21:03
Business Culture
adage.com

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%.... company announced it would bow to consumer demand and scrap the new packaging....

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