"When Tropicana hired legendary ad agency Arnell in 2008, they surely didn’t expect that, after five months of design work, launch planning, and $35 million in marketing spend, they’d lose 20% of their revenue within a month — about $20 million total in missed sales. But that’s exactly what happened.

"Less than 30 days after launch, they pulled the new design off the shelves and went back to the old one. Four years later, Arnell shut down — they had been in business for three decades.

"Looking back, some of Arnell’s mistakes appear obvious."

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