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Tropicana

Tropicana

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Tropicana

Orange juice brand. Subject of a famous $35M rebrand lesson.

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Featured work (1)

Side-by-side comparison of Tropicana's original orange-with-straw packaging and the 2009 minimalist redesign that triggered a consumer revolt

Brand Breakdown

The Tropicana Rebrand — A $35M Lesson in Brand Equity

Tropicana · Apr 14, 2026 · 2 min

tropicana, rebranding, packaging-design (+4)

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