The same folks (Arnell Group) did a redesign for Tropicana. Tropicana lost 30 million dollars in sales and had to revert the change. They also spent 35 millio

The same folks (Arnell Group) did a redesign for Tropicana. Tropicana lost 30 million dollars in sales and had to revert the change. They also spent 35 million on a campaign to advertise the redesign (also ran by the Arnell Group) https://www.thebrandingjournal.com/2015/05/what-to-learn-from-tropicanas-packaging-redesign-failure/ https://www.thebrandingjournal.com/2015/05/what-to-learn-fro...