• By Hamilton Nolan
    Feb 23, 2009 10:14 AM 14,652
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    PepsiCo 'Rebranding' Hustlers Fail Big Time

    Shocker: PepsiCo hired the profound geniuses behind the Breathtaking, universe-shifting multimillion-dollar tweaking of the Pepsi logo to redesign Tropicana's packaging. It was a complete and utter failure! Yet another reason "rebranding" is dumb:



    Remember the old Tropicana logo, which was perfectly fine?




    When PepsiCo realized this logo was classic and popular, they immediately rushed out and paid millions to the Arnell Group, the bullshit experts behind the new Pepsi logo, to change it to this:




    And then all their customers complained about it and Tropicana realized that their juice now looked like every anonymous house brand in America so they're changing it back. "Rebranding" is a stupid idea about 90% of the time, the end. [NYT. Pic: Flickr]


    Send an email to Hamilton Nolan, the author of this post, at Hamilton@gawker.com.