Tropicana redesigned its orange juice carton and lost $30 million

The company was named Citrus World when it had the licensing deal with Disney, and when they changed the name of the company in 1998 to “Florida’s Natural Growers” they rebranded the juice at the same time, getting rid of Donald.

Of course now that you mention it I’ll bet they could easily strike up a marketing deal with a famously orange Florida-dwelling creature named Donald. He’d probably appeal to roughly 51.2% of Floridians, but also disgust the remainder of them.

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