What the Failure of Tropicana Rebrand can tell the church
Tuesday, February 24th, 2009Follow Up Post: Psychology of Tropicana Re-branding Failure
Yesterday it was announced by Pepsi Company (the owners of Tropicana brand Orange Juice) that the new packaging/brand that they rolled out in January for Tropicana will be removed. Over the last two months Pepsi has undergone a very aggressive re branding campaign of many of their largest products (Pepsi brands, sierra mist, mountain dew).
Now in a statement released by Pepsi Co and an article in the NY Times Pepsi says they are rolling back the brand to the much more familiar orange with the straw in it. So what was the problem?