Michael Rodenburgh (Ipsos)
Marketing News Canada
00:00
The Importance of Research in Business Decisions
Tropicana in the US decided that they were going to migrate away from a very iconic package. They went with a bit of a cardboard container, but it featured the color of the juice. And ultimately what happened is it looked quasi generic. It was white with an orange color, but most importantly they forgot about the distinctive assets that Tropicana had on its package.
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