In the wake of Tropicana’s disastrous rebranding over the winter, its sales plummeted 20 percent in six weeks. Twenty percent in six weeks!
That’s a disaster on a monumental scale for a brand this size–$33 million in lost sales, plus the millions of dollars in designing, packaging and marketing the new designs, and the funds to clean up the mess.
The sales news also sheds new light on the decision to switch the packaging back, which at the time was called a “deep emotional bond” among Tropicana consumers. Indeed, the exact opposite was true: without the logo, people assumed their juice was gone, and simply bought something else. Neil Campbell, call your public relations department. (via kottke.org and df)