Abstract

This short case study discusses Tropicana’s adoption and subsequent abandonment of a new carton design for Tropicana Pure Premium, its flagship line of fruit juices, as part of a rebranding exercise in early 2009. Tropicana Pure Premium sales fell 20% within six weeks of the introduction of the new design, before the company reverted to its old packaging. The case also discusses some of the measures which the company undertook to reduce the adverse impact of the redesign on the company’s brand image.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Rebranding
• Packaging design
• and Social media and marketing.

Keywords

Tropicana Pure Premium, orange juice, rebranding, redesign, packaging, Pepsi, social media