While Tropicana lost a lot of money for changing their package design, I feel they lucked out by all of the publicity they received for it. They spent $35 million in designing the new package and lost millions more when consumers stopped buying the new container. I don't think it was a publicity stunt because they kept the twisty orange cap onto the old package design. The orange cap is a significant part of the package that I don't see myself living without. While the new package design lost the company money they did avoid a complete disaster.
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April 2015
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