Design doesn’t matter. At least that’s what I learned at the Tropicana Executive Training Program.

After its package redesign, sales of the Tropicana Pure Premium line plummeted 20% between Jan. 1 and Feb. 22, costing the brand tens of millions of dollars.

My favorite quote about the Tropicana packaging debacle is this non sequitur from a February article in the New York Times:

“Do any of these package-design people actually shop for orange juice?” the writer of one e-mail message asked rhetorically. “Because I do, and the new cartons stink.”