Tropicana Sales Plummet

I mentioned before that Tropicana's packaging redesign was a huge mistake (they should fire their creative team or agency), but now it is confirmed. Their sales decreased by 20 percent resulting in a loss of tens of millions of dollars between Jan 1 - Feb 22. That is insane!! [SeriousEats]

I'm eager to see if they attempt to redesign again or if they will go back to their original packaging. Hopefully they will learn from this and take some time to rethink the strategy and objective behind the redesign. They need to look at their brand and determine who they are and what they want their customers to see on their packaging. I think that their packaging was due for a redesign, but to go completely "modern" was not the way to go. I hope they try again and succeed.