Tropicana is a very famous brand that sells fruit juice worldwide. On January 9th 2009, the PepsiCo owned brand decided to replace the existing packaging design for its best-selling orange juice with new packaging for the North American market. However, this new packaging design was rejected and criticized by the majority of Tropicana's consumers. The launch of the new packaging was indeed such a failure that Tropicana had to drop it to come back to the original version of the packaging. First of all let's summarize the facts to better understand the reasons for this packaging failure. Recap of the facts:

1. Tropicana invested 35 million dollars in an advertising campaign that promoted the new packaging for the fruit juice brand. Both the packaging design and the advertising campaign were created by the same agency; Arnell.

2. On January 8th 2009, Tropicana launched the new packaging for its best-selling product in North America - Tropicana Pure Premium, with sales revenues reaching more than 700 million dollars per year. A few days later, consumers started criticizing the new design, especially on social networks. Two months later, sales dropped by 20%, and this spectacular decrease in sales represented a lost of 30 million dollars for Tropicana.

3. Meanwhile, Tropicana's competitors took advantage of the "Tropicana crisis" and gained the sales lost by the fruit juice brands.

4. On February 23rd 2009, Tropicana announced that it would return to its original packaging design, and within a few months, the old packaging was back for good on all supermarket shelves

5. In total, this initiative cost Tropicana more than 50 million dollars.

What's a brief summary of the readings and point out what Tropicana could have done to better market the brand?

BEFORE AFTER Tropicana NO PULP squeezed from frosh oranges ORIGINAL Tropicana pure premium Tropicana Tropicana PURE PREMIUM 100% orange pure & natural 100% PURE & NATURAL ORANGE JUICE 100% pure & natural orange juice pasteurized