I still remember the day, eleven years ago, when I walked into my local supermarket and saw the new Tropicana Orange Juice packaging. The guy who worked the refrigerated aisle and I started joking about what a terrible mistake it was. Forget the new design. The original one (which is of course back) with the straw sticking out of the orange was pure genius. Niklas Goke: The Worst Rebrand in the History of Orange Juice: They paid $35 million to then lose $20m in sales.