Posted by: David Kiley on March 18, 2009
But what I think is reallly cool is the way www.brandchannel.com, 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 Brandchannel.com: “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).”