We had a discussion on this in design school... our consensus which the heat map also supports is that Tropicana failed to realize the strength of their logo.

We had a discussion on this in design school... our consensus which the heat map also supports is that Tropicana failed to realize the strength of their logo. It's not the orange since after all Tropicana makes a lot of different juices. It's the logo. Writing it vertically in a different font destroyed brand recognition and consumers simply failed to find the product on shelves. This agrees with the articles suggestion that they genericized themselves.