Tropicana, a brand owned by PepsiCo, specializes in selling fruit juices globally. In 2009, the company opted to revamp its image to better align with prevailing market trends. As part of this initiative, Tropicana overhauled the packaging and logo for its flagship product, Tropicana Pure Premium Orange Juice. This rebranding effort contributed to an annual revenue exceeding $700 million from its sales.

The packaging underwent significant changes, with designers eliminating the orange and straw imagery and replacing it with a prominent clear glass filled with juice. The logo was repositioned vertically. Additionally, the distinctive "No pulp" inscription was removed, which had previously highlighted the product's unique characteristics. Instead, the new packaging prominently featured the message "100% Orange Pure and Natural." The design was crafted by the Arnell Advertising Agency based in the USA.