When it comes to packaging, past really can mean prologue. Just when you think that no major brand could ever repeat the mistake of the Coke – New Coke – Classic Coke shuffle along comes a new example of brand mismanagement and, if you forgive me the pun, a juicy one at that.
Tropicana. Laughingly enough owned by PepsiCo (so I suspect the people over at Coke are having a schadenfreudian chuckle) just reversed ,after a matter of just a few weeks, their packaging changes to their fruit juice line-up.
You can do a lot worse than read the article in the New York Times.
Click. Read. Learn. Remember.
Sometimes the best repackaging decision you will ever make is NOT to do one.