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The Daily Stream

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Branding = Consistency

April 3, 2009 // By: j_brennan

Bad news for Tropicana.  After a re-branding effort sales are down 20% in the first two months of the year.

Adding insult to injury PepsiCo's competitor gained ground during the misstep - leading to a swift decision to scrap the new design...good management decision with quick action.  Kudos.

Change for change sake is risky.  I don't think orange juice is currently in need of a public makeover.  Most people seem to be over the low carb phase of their life so "Pure and Natural" could have been continued without confusing the consumer.

The best part of this case is Pepsi's quick action to salvage market share.

Topics: advertising agency, advertising blog, Advertising Trends, brand image, PepsiCo, stream companies, tropicana