Now that's brand value!

I thought a re-branding was meant to breath new life and excitement in to a product line. You must give Pepsi 'style' points for making the attempt, although that clearly wont make up for the fact that sales of the Tropicana Pure Premium line plummeted 20% between Jan. 1 2009 and Feb. 22, 2009 costing the brand roughly $33 million, to $137 million. - clearly a little market research would have cost less.

Tropicana had certainly sought to create excitement around the Pure Premium re-brand, announcing Jan. 8, 2009 a "historic integrated-marketing and advertising campaign ... designed to reinforce the brand and product attributes, rejuvenate the category and help consumers rediscover the health benefits they get from drinking America's iconic orange-juice brand.

On Feb. 23, 2009 the company saw the light and announced it would scrap the new packaging, designed by Peter Arnell.

I think the real question we should be asking is... did PepsiCo get a refund?