Avoiding a rebranding fiasco with the power of associations: the Tropicana case

Share This Post

Share on facebook
Share on linkedin
Share on twitter
Share on email

Twelve years ago, Tropicana went through a 35-million dollar rebranding that made marketing history – but not in a good way.

 

Just one month after introducing their new packaging to supermarket shelves, the company had already lost 20 million dollars in missed sales. Amidst an unrelenting hail of criticism from angry customers on social media, there was only one thing to do: go back to the traditional orange with the straw.

 

In hindsight, it is easy to point out that the campaign was doomed to fail from the start. But the truth is that the information available to the company at the time was not compelling enough to override their gut feeling that they were doing the right thing.

 

Things are different now. In fact, Mindspeller could have saved Tropicana their time, trouble, and 50 million dollars with the power of associative relationships, in just three simple steps. Curious? Click here to read our full use case!

More To Explore

Mindspeller-dna
Uncategorized

Brand DNA or Brand Association Wheel?

Do you know your brand DNA? This familiar concept, happily adopted by the global marketing community, remains rather unfathomable to most brand managers. Some might

boil_blog_post
Uncategorized

Boil Agency leverages Mindspeller’s neuro AI

Guaranteeing authentic stories that go to the heart of a brand   Antwerp, Belgium — 15 December 2021– Seasoned brand strategists Philippe De Puydt and