You've likely seen Tropicana's new ads everywhere around the neighborhood in the last three months... the ones with the affluent, happy people snuggling. It makes me want to add more vodka to my orange juice.* The ads showed off Tropicana's new packaging. So how did the campaign go? As AdAge noted Thursday:
Tropicana's rebranding debacle did more than create a customer-relations fiasco. It hit the brand in the wallet. After its 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.
The ads, like the one up top spotted on Avenue C, remain around the neighborhood ... Enjoy them while you can! Remnants of a rebranding debacle from the recession. Or something.
* I haven't had a screwdriver since I was 18. Or 19.
