PepsiCo 'Rebranding' Hustlers Fail Big Time Hamilton Nolan · 02/23/09 10:14AM Shocker: PepsiCo hired the profound geniuses behind the Breathtaking, universe-shifting multimillion-dollar tweaking of the Pepsi logo to redesign Tropicana's packaging. It was a complete and utter failure! Yet another reason "rebranding" is dumb: