The Worst Rebrand in History

In 2008, Tropicana enlisted the help of ad agency Arnell and invested a staggering $35 million in a rebrand, only to witness a shocking $20 million plunge in sales within the first month. In just 30 days, they abandoned the new packaging and reverted to their original design.

This blunder has since become a case study in one of the most catastrophic rebrands in history. Where did they go wrong? Let's explore the mistakes they made in their rebrand and learn how to avoid them.

Standing Out... In a Bad Way

Let's dissect the changes Tropicana made, comparing the original design to the ill-fated rebrand:

MISTAKE #1: Skipping the psychology

One of the most significant errors Arnell made was eliminating the very essence that makes orange juice sell—oranges. The new packaging pushed the orange image to the carton lid, where it was barely noticeable. Arnell's aim was to make consumers feel like they were squeezing an orange when opening the carton. While the lid was a nice touch, it failed to command attention.

For the main image, they replaced the iconic ripe orange with a glass of orange juice. Every other successful orange juice brand, from Simply Orange to Minute Maid to Florida’s Natural, prominently features a large, ripe, perfect orange..

When we buy orange juice, we understand it isn't freshly squeezed, but the idea of freshness, naturalness, and being made from real oranges is what consumers want. A glass of yellow liquid simply doesn't evoke the same feelings.

MISTAKE #2: Losing the Big Picture

Tropicana's original packaging was simple and clear, with "Tropicana" displayed boldly and centrally in a dark font—you couldn't miss it. In the new packaging, they rotated the words vertically and placed them on the right side of the logo, making them hard to find and difficult to read.

Even worse, they made the baffling choice to split the image of the glass of orange juice between the front and side panels of the carton. In an attempt to create a sleek and clever design, they overlooked one of the most critical aspects of any food and beverage package—how it appears on the shelf.

When you shop for juice, you don't see the side of the carton. Splitting the image failed to consider what it would look like when only the front was visible. Consumers were left with half a glass of orange juice and a brand name they couldn't decipher.

MISTAKE #3: Making an Unrecognizable Brand

Perhaps the most egregious part of this redesign was removing the one thing people associated with Tropicana—the orange and white striped straw.

This decision is genuinely puzzling. Tropicana already had a distinctive element that set them apart from other brands—the straw. That's what people associated with the brand.

Removing the straw eliminated the iconic Tropicana look and the brand's personality. Before, Tropicana customers could breeze through the aisle, scanning for that straw and grabbing their favorite juice but after the rebrand it became unrecognizable.

MISTAKE #4: Skipping Out on Market Research

The overwhelmingly negative response to the rebrand was a complete shock to Arnell and Tropicana, but it shouldn't have been. Tropicana wasn't an underperforming, unknown brand; they weren't newcomers to the scene. They were revamping an established brand, and that should have prompted market research to gauge public response. A few focus groups could have steered them away from the new packaging and saved them from a very costly mistake.

What Lessons Can We Learn?

Nobody wants to squander money on a rebrand that flops. However, refreshing your look is sometimes necessary. So, how do you avoid the same pitfalls Arnell encountered with the Tropicana rebrand? Stick to these three tips:

1. Change with a Purpose: Before redesigning anything, have a clear vision of your goal. What aesthetic are you aiming for? Who's your primary buyer? Who's your ideal buyer? If you're experiencing issues with your current packaging, spend time understanding why. Approach a rebrand with a clear purpose instead of change for change's sake, and it's more likely to succeed.

2. Consider Your Audience: Every marketing decision must revolve around your target audience. You might think you have the best idea globally, but if it doesn't resonate with your audience, you'll lose money. Get crystal clear on your audience and what they desire. Conduct surveys, perform market research, and host focus groups before overhauling an established brand.

3. Don't Lose Your Brand: If your brand is known for a specific image, logo, or color, don't discard it entirely. You don't want your brand to become unrecognizable. Instead, make small tweaks centered around your existing design elements. Gradually adjust your designs instead of completely overhauling what you have.

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