Tropicana’s Packaging Fail | Chams Global | Best Branding Agency in Kerala [Video]

Tropicana’s packaging redesign in 2009 is often cited as an example of a branding misstep. Tropicana, owned by PepsiCo, decided to undergo a major overhaul of its packaging, including the iconic orange juice carton. The new design featured a more modern and minimalist look, replacing the familiar image of a straw stuck into an orange with a simple glass of orange juice.
Customers, however, did not respond well to the change. The redesign led to confusion among consumers, as the new packaging made it difficult for them to quickly identify their favorite Tropicana products on store shelves.
This case serves as a reminder that even well-established brands need to carefully consider the potential impact of a major redesign, especially when it comes to changing elements that customers strongly associate with the brand.
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