What to Learn From Tropicana’s Packaging Redesign Failure?


Tropicana is a very famous brand that sells fruit juice worldwide. On January 9th 2009, the PepsiCo-owned brand decided to replace the existing packaging design for its best-selling orange juice with new packaging for the North American market.

However, this new packaging design was rejected and criticized by the majority of Tropicana’s consumers. The launch of the new packaging was indeed such a failure that Tropicana had to drop it to come back to the original version of the packaging.

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Antonio Catalano