Tropicana recently came out with a new carton design. Too bad the public didn't like it. Customers complained they couldn't tell the difference between pulp and no pulp, and that the familiar carton now looked like a generic brand. Whoops. Someone's getting fired. This extreme makeover was part of PepsiCo's marketing strategy to change up all their beverage containers.

Of course it wasn't a logical strategy for Tropicana, but the important thing is that PepsiCo listened to the customer. The company was smart and changed the carton back to the original to please the customer and rescue their business. "We heard our consumers and we listened," Tropicana spokeswoman Jamie Stein said. Listening to customer complaints improves your business. This is why a pre and post test are essential. Constant evaluation of a campaign lets a company know how well it worked, if it will continue to work and what will work next time.