Year: 2009
Problem: Tropicana went a little too far with the redesign, so much so that consumers didn't know what it was. The brand saw sales dip 20% in two months.
Complex says: We think this redesign was pretty tight, actually, but something went wrong. Consumers are creatures of habit, and nothing good is going to come from them screaming, "That's not my baby!" in the juice aisle. It's chilly over there, so it's important to keep the decision-making simple and fast.