Tropicana was the first company to come to my mind about failed rebranding companies. I have to admit, I don't drink a lot of orange juice but I am familiar with Tropicana so when I have that random craving, I pick it up. I am also a savvy budgeter. I know that there are some foods you shouldn't buy the store brand for because it honestly tastes disgusting, but others taste almost exactly the same and you end up saving a couple bucks. When I went to the store to satisfy my craving for orange juice, I didn't even think twice about picking up Tropicana's new design product. I honestly thought it was a store brand and would get it for cheaper. When I got home and started examining it, I realized that only had I not saved any money, but this supposed store brand oj was the real deal. I was so put off by the design and I'm not even a loyal customer. But then I started thinking... was that the trick and their whole idea behind everything? They wanted to secretly make you think you were buying a store brand oj and start targeting the "buget savvy audience".
I'm not positive why they did it. I do know that they immediately changed it back to the original. It's one thing to change your logo but not your whole packaging product. People are loyal for a reason and changing the look of that product, no matter if it tastes the same or not, messes with people. People do not like that. I have learned in my undergraduate and even here that people do not like change--no matter how small it may be.
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