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Blogosphere Erupts Over Tropicana Climbdown

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by Jeff Bercovici
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Mar 06 2009 11:00am EDT

Blogosphere Erupts over Tropicana Climbdown

Apparently orange juice really does tap into deep emotions -- only not the ones ad maestro Peter Arnell thinks it does.

The news of PepsiCo.'s failed rebranding of Tropicana was one of the most blogged topics of the week, according to the Project for Excellence in Journalism's New Media Index. Some 14 percent of the embedded blog links for the week of Feb. 23-27 were to stories about Tropicana's hasty retreat from its new packaging and positioning, masterminded by Arnell, he of the infamous Pepsi "breathtaking" memo. That's as many as went to stories about Barack Obama's first budget.

"Many online expressed disappointment in the newly debuted design and then rejoiced when the company bowed to pressure to return to its original version," says PEJ.

The debut of Amazon's Kindle 2 was also one of the week's hot topics, with 6 percent of links.

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