A study of the impact of package changes on orange juice demand

In January 2009, Tropicana introduced a new package design as part of its advertising and branding campaign, with the theme “Squeeze it’s a Natural”. Sales of the Tropicana Pure Premium line plummeted 20% between the end of December and February from the same period a year ago. By the end of February, Tropicana had changed its mind and went back to the earlier packaging. The purpose of this study is to examine the impact of Tropicana’s package redesign on the sales of Tropicana orange and on the sales of all orange juice in grocery stores. Study results show that the package redesign cost Tropicana an estimated $27 million.