Tropicana: Sales Drop 20%

Not too long ago, Tropicana made the switch over to some “new age” branding that is shown above on the right. Immediately after, they were faced with heaps of backlash and immediately folded to the public outcry to return to the original packaging and they said they would. Apparently, the change lasted a little longer than necessary, because as the sales numbers poured in, unit sales showed a 20% drop, dollar sales saw a 19% decrease, which equates to roughly $33 million to $137 million between January 1st and February 22nd. During that same period, Tropicana’s competitors (Minute Maid, Florida’s Natural, Tree Ripe) saw various double-digit unit sales increases. I guess the saying is true, “If it ain’t broke, don’t fix it!” (Thx AdAge)