This is interesting.

It’s the story.

(Albeit from just one persons perspective).

Of what happened when Tropicana rebranded in 2009.

7 Minutes. 

It’s a 7 minute read.

But it is worth 7 minutes of your time.

Because of this:

When Tropicana hired legendary ad agency Arnell in 2008, they surely didn’t expect that, after five months of design work, launch planning, and $35 million in marketing spend, they’d lose 20% of their revenue within a month — about $20 million total in missed sales.

But that’s exactly what happened.

It’s a smart little story about babies.

Bath water.

And how some marketing people have no idea of what is important and what is not.

A neat story from Niklas Göke.

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