Anthony Rossi who founded Tropicana Products in 1945 was an Italian immigrant who arrived in the US with $25 and did not know English. He developed an orange juice pasteurization process to allow transport from the factory in Florida to as far away as New York starting in 1970.
In 2009, Tropicana invested $35 million to rebrand their Orange Juice packaging. Within two months of the change, sales dropped 20% and they lost significant market share before switching back to their original carton. The failed marketing experiment cost them over $50 million.