In a recent article from the Advertising Age, the orange juice brand Tropicana was highlighted for it's latest sales plummet. So why has the Tropicana Orange Juice sales plummetted by 20% over the last 6 weeks? Was it the taste? Was their a recall? Is Tropicana O.J. too expensive? Actually, according to the company they are blaming their decreased sales on their new "re-branding". Their latest design, by Peter Arnell was released on January 1st, and suddenly in a market with 5% decrease in sales, Tropicana has began to rapidly decline. Immediately its parent company, PepsiCo has decided to "listen to its clients" by jerking the re-branding off the shelves and going back to the well recognized straw-in-orange product cover. Do you think "branding makes a difference"? When you purchase things like meat, milk, or orange juice do you make the purchase based on brand and taste, or price? Do you feel like commercials and branding impact your choices? When was the last time you bought a generic brand of something?
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