Tropicana lost 30 million dollars in sales and had to revert the change.
They also spent 35 million on a campaign to advertise the redesign (also ran by the Arnell Group)
https://www.thebrandingjournal.com/2015/05/what-to-learn-fro...
Tropicana lost 30 million dollars in sales and had to revert the change.
They also spent 35 million on a campaign to advertise the redesign (also ran by the Arnell Group)
https://www.thebrandingjournal.com/2015/05/what-to-learn-fro...