Most Expensive Rebrand In History [Tropicana Orange Juice]

Tropicana hired ad agency Arnell in 2008 and sank in months (and $35 million) on the rebrand, only to lose $20 million in sales in the first month alone. After just 30 days, they tossed the new packaging and reverted to their original design. Their mistake is now a case study of one of the worst rebrands in history.

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