Tropicana Tries Again

Early last year Tropicana unveiled their new brand identity. It was greeted with a fiery outburst that was something akin to how being caught in a solar flare would feel. People were furious for two reasons. First, Tropicana ditched the classic straw-stuck-in-the-orange icon (because getting rid of your most recognizable brand feature is always a good idea, right guys? Guys?). Second, the design Tropicana did go with looked like a generic store brand.

Within a month Tropicana’s market share had dropped 25% and they reverted back to their classic brand look.

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