Tropicana Disaster 2.0: How Could it Happen Again?

The ill-fated Tropicana redesign of 2009 has taken on a mythical aura. But this past week, news of another design failure by the company sent shockwaves through the industry, and brands are now grappling with what it means for package design moving forward.

Let’s rewind: Fifteen years ago, Tropicana developed a new package design that eschewed its beloved straw-stuck-in-an-orange aesthetic for a more minimalist design. Consumers revolted, and disaster ensued—in a matter of months, it had lost $30 million in sales, and estimates claim that it cost the company up to $100 million overall. Adding insult to financial injury, the New York Times ran a story on the debacle, cementing it as a cautionary tale for the CPG industry.