Lessons from Tropicana’s Rebranding Failure: How to Avoid Common Pitfalls in Brand Evolution
For years, Tropicana’s “orange with a straw” symbol had been a powerful icon on grocery shelves. This image conveyed a sense of freshness, natural ingredients, and the feeling of drinking juice “straight from the fruit.” The packaging was both eye-catching and memorable, differentiating Tropicana from…
