People were frustrated with the company’s decision to emulate cheaper generic store brands. Tropicana received a ton of consumer complaints on social media about the new design. Overall, the team spent over $35 million for rebranding and subsequent promotion. They designed a new minimalistic packaging in a slightly different color pallet and changed the logo. In 2009, Tropicana decided to change the looks of their famous orange juice carton. We, humans, are unpredictable creatures when it comes to articulating what we like and why.Īn online business owner’s job is full of guesswork when it comes to determining what products or marketing strategies will land with their target audience and which ones will not. But, as we all know – life isn’t perfect. In a perfect world, every single human would love your product.
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