Tropicana faces 130 million dollar loss after packaging redesign

In 2009, Tropicana experienced a significant financial setback following a complete rebranding effort led by the Arnell Group. The company invested millions to transition from its iconic imagery, which featured a fresh orange with a straw, to a minimalist aesthetic intended to attract younger consumers. The new design utilized generic photography of a glass of juice, changed typography, and replaced the horizontal logo with a vertical one.

This redesign resulted in a phenomenon known as “packaging amnesia,” where regular consumers failed to recognize the product on supermarket shelves. Consequently, the company’s turnover dropped by 20% in just two months, leading to estimated losses of 130 million dollars. The case serves as a study in how failing to audit brand assets can destroy decades of accumulated brand equity.