Advertising Age Article Abstract
Tropicana Line's Sales Plunge 20% Post-Rebranding
OJ Rivals Posted Double-Digit Increases as Pure Premium Plummeted
NEW YORK (AdAge.com) -- After a package redesign, sales of the Tropicana Pure Premium line plummeted 20% between Jan. 1 and Feb. 22, costing the brand tens of millions of dollars. On Feb. 23, the company announced it would bow to consumer demand and scrap the new packaging, designed by Peter Arnell. It had been on the market less than two months. ...