Tropicana’s $50 Million Marketing Mistake

What happens when a recognizable brand changes their look?

Photo by Greg Rosenke on Unsplash

Innovation can be costly. It can also be detrimental.

Don’t believe me? Just take a look at Tropicana, the famous fruit juice company.

In 2009, Tropicana marketing executives decided that the brand’s familiar logo needed an upgrade. And not just…