15 Years after the worst rebrand in history,Tropicana's Juicy Comeback!

Picture this: It's 2009, and Tropicana decides to get a fancy new look. Spoiler alert: it goes about as well as trying to squeeze orange juice from a potato. Fast forward 15 years, and our citrus-loving friends are back at it again. But before you start stockpiling your favorite OJ, let's dive into this pulpy saga of brand identity crisis and redemption.

Remember the great Tropicana rebrand disaster of '09? It was so bad it made our "Hall of Shame" lists - twice! We're talking a $100 million oopsie and a 20% nosedive in sales. Ouch! You'd think after that, Tropicana would swear off rebrands faster than you can say "freshly squeezed." But no, they're giving it another go. Brave? Foolish? Let's find out!

When I first heard "Tropicana rebrand," I braced myself like I was about to watch a car crash in slow motion. But hold onto your juice boxes, folks, because this time, they might have actually nailed it!

Enter Sunhouse Creative, the brave souls tasked with this juicy challenge. 

Their first move? Plucking that iconic leaf off the 'i' in Tropicana. Gasp! But wait, there's method to this citrusy madness. They've replaced it with an orange circle that's more than meets the eye. It's not just a dot; it's a clever nod to the lid on their juice cartons. Sneaky, right?

But the real magic happens on the lid itself. That's where you'll find our old leafy friend, transformed into a whole orange. It's like a brand identity Russian doll - the logo leads to the lid, the lid winks at the old logo, and voila! A new brand symbol is born, fresher than morning OJ.

The packaging? It's like they looked at the 2009 disaster and said, "Let's do the exact opposite!" The classic orange-with-a-straw is back and bolder than ever, surrounded by vibrant colors and hand-drawn illustrations. It's a visual party that screams, "We're not just any juice; we're THE juice!"

To top it off, they've added a humble brag - "The Original since 1947" - and the founder's signature. It's like Tropicana is saying, "Yeah, we've been around the block. We know our oranges."

So, has Tropicana learned its lesson? You bet your pulp they have! This rebrand is a masterclass in honoring your roots while staying fresh. It's familiar yet new, classic yet modern. It's everything the 2009 rebrand wasn't.

To Tropicana, we raise a glass of your finest OJ and say, "Cheers to second chances and lessons learned!" Now, if you'll excuse me, all this talk of orange juice has made me thirsty. Anyone else suddenly craving a cold, refreshing glass of you-know-what?