Thu, 17 Jan 2013 12:45:00 GMT | By Jason Buckland, MSN Money
Success stories of customers who fought back

Juiced

Tropicana orange juice.
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  • Tropicana orange juice.
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Juiced

Many times, as we have seen on this list, companies listen to shoppers’ gripes before they start losing too much business. But PepsiCo, whose Tropicana brand is the well-known in the orange juice category, was not so fast in 2009, when it rolled out a new carton for its signature fruit drink. The new packaging, which ditched the famous orange-with-a-straw-poking-out logo, incensed consumers, who seemed to feel it too much resembled its generic competitors. Sales quickly plummeted — falling as much as 20 per cent in less than two months, reportedly — and PepsiCo retraced its steps, reverting back to the old Tropicana design. The US$35 million rebranding effort was scrapped completely.

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