Jon Michaeli’s Blog


Tropicana does an about-face

Posted in Uncategorized by Jon Michaeli on February 23, 2009
Tags: , , , , , , , , ,

Kudos to Tropicana for listening to its customers and reading my last blog entry on the subject “Branding Gone Wrong” :).  The New York Times describes the debacle as Pepsico’s own version of New Coke. Ouch!

Tropicana will return to its original packaging in March after receiving tons of complaints and insults. While the article cites “hate” mail, email and phone calls, there’s no doubt the public’s voice spread far more quickly due to the social web, forcing Tropicana’s hand.

I admire the company’s admission that it made a mistake and its swift reaction. That said, I’m completely mystified how a company with some of the country’s foremost brand experts and an ad budget in the hundreds of millions of dollars can make such an egregious error in the first place….

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