The thing with the Tropicana redesign is that, first off, its an iconic brand. The impaled orange and 'Tropicana' font is on the same level as the Nike swoosh or the Coca Cola red/white script. You don't mess with that stuff lightly; and even when its well done you're still running a big risk. And he abandoned it altogether. Big mistake. He then took the entire color palette away from the equity completely, in favor of a much more muted, almost pastel set of colors. Big mistake number two. And finally, to top it off, he introduced an entirely new coding nomenclature and color palette for the different varieties, abandoning 'Grovestand' and so forth, making it especially confusing to relate to the product on the same level. Big mistake number three. Any one of these is a risk, but could possibly work if well executed. A phased redesign leading in this direction over two or three years could even work. All three at once was just deadly.

It really got to the point that it inspired doubt in the consumer as to weather or not they were even getting the same product anymore. Did the company get sold? They changed this much, is it such a stretch to imagine that more than just the package changed? Even if not, chances are the shelf decision was already made long before this rationalization ever happened, in favor of a more familiar brand.

Believe me, a 20% loss is not unimaginable at all.

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