Consumer Brands & Retail
Tropicana's 2009 Packaging Redesign: A Failed Rebrand
Tropicana's 2009 packaging redesign cut unit sales 20% in under two months before PepsiCo scrapped it, and a 2024 redesign drew a second consumer backlash.
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brand case study — Tagged Articles
Consumer Brands & Retail
Oreo Marketing Strategy: A 1912 Cookie, Still Current
Oreo's marketing strategy from its 1912 launch to the 2012 Daily Twist and the 2013 Dunk in the Dark tweet, plus what other consumer brands can copy from it.