Skip Nav
Cooking Basics
The 1 Thing I Learned in Italy That Changed the Way I Cook
Cooking Basics
Keep Bread Fresh (Practically) Forever With This Trick
Dinner
10 Dinner Options That Are Totally Worth It to Meal Prep

Due to Customer Backlash, Tropicana Ditches New Logo

Last month Tropicana debuted a clean new look to emphasize the all-natural, fresh squeezed juice. However, due to an overwhelming amount of customer outrage, the company is abandoning the changes and returning to the old packaging. Many loyal Tropicana fans were disgusted by the brand's redesigned logo — which features a glass of orange juice against a white backdrop, instead of the familiar orange with a straw poking out the side — calling it ugly, stupid, and generic-looking. According to Neil Campbell, the President of Tropicana North America, the company was unaware of its fiercely loyal consumers:

We underestimated the deep emotional bond [of the brand's original logo]. What we didn't get was the passion this very loyal small group of consumers have. That wasn't something that came out in the research. Those consumers are very important to us, so we responded.

The reaction will be quick: Tropicana plans to discontinue the redesigned packaging immediately and have the old image back on the carton by next month. The juice giant isn't the only brand to update its logo; Pepsi, Snapple, and Heinz have recently revamped their trademark images. Only time will tell if these companies fare better with consumer support than Tropicana did.

Did you notice the new Tropicana packaging? How do you feel about the controversy?

Jennifer Lopez Guess Campaign Spring 2018
Best Brands to Shop at Revolve
Why Aren't There Pregnant Women in Mainstream Ads?
GE Millie Dresselhaus Scientist Commercial 2017
From Our Partners
Latest Food
All the Latest From Ryan Reynolds