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More Piling on Arnell's Tropicana Fiasco.

Posted by: David Kiley on March 18, 2009


Of course, I have already blogged about how much I delight in the failures of Peter Arnell of The Arnell Group. His latest fiasco was the redesign of Tropicana’s orange juice carton.

But what I think is reallly cool is the way, a website devoted to marketing and design, owned and run by Omnicom’s Interbrand, is also piling on Arnell’s big fumble. Arnell is also owned by Omnicom.

From “It’s a revamp-gone-wrong tale that has already secured its place in the annals of packaging: PepsiCo retains Arnell Group to redesign its Tropicana Pure Premium orange juice cartons as part of its new ad campaign. Said cartons make their aisle debut in January, minus the familiar straw-punctured orange and sporting a modernized depiction of—well, fresh-squeezed juice. Consumers revolt and demand the old packaging back. Two months and a reported US$ 35 million later, PepsiCo reverts back to the original Tropicana packaging, straw between its legs (and back on the carton).”

Reader Comments


March 19, 2009 3:23 PM

honestly, I love the new design of the carton. It's clean, neat, simplistic, and modern. I hope they don't go back to the original one.


April 6, 2009 2:30 PM

I do agree with Dave - I think the design was an improvement if you look at the packaging just by itself (although it somehow has a less juicer/ less refreshing feel to me) - but considering it standing next to no-name or Grocerystore-branded orange juice, it will blend in - and the choice falls for the less expensive item.

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News, opinions, inflammatory meanderings and occasional ravings about the world of advertising, marketing and media. By marketing editor Burt Helm, Innovation Editor Helen Walters, and senior correspondent Michael Arndt.

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