Tropicana is the case everybody cites and most people cite wrongly. In January 2009 PepsiCo launched packaging by the Arnell Group across North America: the orange-with-a-straw was gone, replaced by a glass of juice and a quiet modernist layout. Sales of the line fell around 20 per cent in under two months, costing tens of millions of dollars, and in late February PepsiCo announced that the old pack was coming back.
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