Pepsi Co. released a new advertising campaign, including packaging, print ads and commercials, for their brand Tropicana in January 2009. Within 3 months, that packaging is being scrapped. Why? Consumers voiced their opinions through letters, emails, and telephone calls describing the new packaging as generic and ugly. Pepsi Co. was surprised out the outcry and in the end could not ignore the passion of their most devoted consumers. In contrast, their overall campaign is earning praise for its family imagery, specifically with images of fathers and children, a rare occurence in food ads.
www.nytimes.com/2009/02/23/business/media/23adcol.html?pagewanted=1&sq=tropicana&st=Search&scp=1
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