Last January 8, PepsiCo owned Tropicana rolled out their stunningly bland new corporate look, a makeover fashioned by Omnicom owned NYC shop Arnell, at a campaign launch cost pegged by some at no less than $35 million. A little less than two months later, PepsiCo couldn’t shovel dirt on it fast enough. The funeral was February 23.

That little detour down “Don’t Even Think About It” Lane has now, according to the April 2 issue of AdAge, reportedly cost the powerhouse beverage brand 20% in unit sales, 19% in dollars ($33 million) and unknown market share damage. Ka-pow! For those who still think packaging’s no big deal and brand management is way overrated, this Oh-Jay’s for you. Continue reading →