Pepsi (parent company of Tropicana) once again underestimated the swift and strongly emotional reaction to its new Tropicana packaging. 

It's a complete misreading of how even a consumer brand touches the heart. 

According to the New York Times, Neil Campbell, president at Tropicana North America, speaking of the consumers, stated “We underestimated the deep emotional bond” they had with the original packaging.

Pepsi seems intent on creating packaging that ignores the consumer's current perception of their brands in order to "revitalize" them.  But this approach is leading them to mimic generic store brands in their visual design.

It's also a failure to align the brand strategy with the customer experience.

There has plenty of critique about the new packaging, (Under Consideration), and Pepsi has decided return to the previous Tropicana packaging.

Once familiar, what continues to attract us to a brand?  What creates your audience's loyalty to your brand?  In your pursuit of differentiation, don't break the bonds you've formed with your audience or stakeholders.