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Tropicana's Marketing Goof

Apparently, people do judge their orange juice by its carton. In early January, PepsiCo changed the carton art of Tropicana Pure Premium orange juice from the old-school orange with a straw sticking out of it to a large glass of orange juice. The company certainly didn't expect the consumer response, which came in the form of letters, emails and telephone calls calling the new packaging "ugly," "stupid," and resembling a "generic bargain brand." Although current ad campaigns will remain in place as-is, the company plans to return the packaging to its original design next month, according to the New York Times. Neil Campbell, president of Tropicana North America said "We underestimated the deep emotional bond" that the "most loyal customers" had with the packaging.