How consumers disapprove

Perhaps the now-infamous failed Tropicana redesign was pulled so quickly because people used assorted online media to complain and talk back to the company and so on.

Or perhaps this was more a matter of consumers using a more old-fashioned — and infinitely more potent — form of expressing disapproval: Not buying.

I assumed Tropicana must have had some sales data that affected their decision to scrap the new look. But wow, that data is much worse than I would have guessed: According to Ad Age, sales dropped twenty percent (unit volume) in the weeks after the redesign!

Tropicana reps cryptically suggest to Ad Age there’s no connection between the sales falloff and the design retrenchment. Riiiiiight.