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.
https://medium.com/better-marketing/the-worst-rebrand-in-the-history-of-orange-juice-1fc68e99ad81.
