In January 2008, Tropicana was selling about $700 million per year of its Tropicana Pure Premium Orange Juice. The brand decided it was time to rebrand its best-selling product, and that single move nearly crushed the brand - causing sales to fall by 20% in the 2 months after the rebrand launched....equating to about $30 million in losses overall. 

The brand recovered, but now there is a bigger problem looming ahead: in today's world, fruit juice doesn't have the same appeal as it did 20 years ago. Will Tropicana make juice cool again?

Tune in to find out!

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