[…] Having said that we wanted to take the orange and put it somewhere. Here's Peter Arnell, the man D'Amore asked to do the Tropicana package design. Unfortunately, the new package design was immediately and flatly rejected by both customers and brand critics alike—costing Tropicana an additional $33M in lost sales revenue and breeding ill will across the internet. In 2011, Peter Arnell left the agency he founded amidst a lawsuit, and Arnell Group closed its doorsin 2013. We needed to rejuvenate, reengineer, rethink, reparticipate in popular culture. Arnell also created the new version of the Tropicana packaging. The redesign involves the key brands, primarily MinuteMaid in the U.S., in the beverage behemoth's juice portfolio. This situation + the Pepsi PDF = priceless. Peter Arnell noted the agency wanted to leverage the biggest single billboard available - the product's package (Levins, 2009). After its package redesign, sales of the Tropicana Pure Premium line plummeted 20% between Jan. 1 and Feb. 22, costing the brand tens of millions of dollars. It all began when Peter Arnell, the controversial adman of the creative agency Arnell Group, was hired to redesign the packaging for Tropicana’s Pure Premium orange juice. Peter Arnell defends Tropicana rebrand At a Pepsi press conference, Peter Arnell, of Arnell Group, defends the new, but recently dumped, Tropicana rebrand. This was the packaging that … When excellence is non-negotiable, you can rely on us to exceed expectations in record time. About Kara Franco His justification for the departure from the beloved orange and straw image was more about semantics than about understanding what made Tropicana an industry leader. 3. This email address is already subscribed to the selected list(s). Tropicana’s Pure Premium orange juice went from being a best-seller in North America to losing market share to competitors over a package design misstep. She is passionate about digital marketing and believes that copy is the cornerstone of user experience. By Hoag Levins and [email protected]. In a rambling speech, he described a five-month ‘journey’ that had resulted in ‘dramatic’ changes leading to Tropicana’s packaging being ‘engineered’ to ‘imply ergonomically’ the ‘notion of squeezing’. Wait, not moot; damaging. Yeah, of course you are dude. In the short time it existed, their orange juice sales dropped a whopping 20%. She has a knack for creating clear, compelling messages without wasting words. It was like being in history class on a sunny Friday at 2pm. Accompanying the packaging redesign (which included the glass of juice and a cap that resembles half of an orange) is a full fledged campaign extolling the familial wonders of freshly squeezed orange juice. Tampa, FL 33607. Arnell Group founder Peter Arnell touted the design as “evolving the brand to a more current, modern state.” But consumers hated the idea. More than a few people were miffed by Arnell’s trickery, but that’s OK because now it’s come full circle. he says. In the world of advertising, the Tropicana disaster of 2008-09 is already legendary as a failed product debut. On January 8, 2009, the new packaging and accompanying ad campaign was announced, for which Tropicana … "I can't believe that for the rest of my life I'm going to be known as Peter 'Tropicana' Arnell." Kara writes copy that speaks. Commercial features Brandy Howard, Hallie Cowles, Olivia Hancock, Jason Olive, and Claudia Mason. By Matt Van Hoven on Feb. 23, 2009 - 12:07 PMComment. Having watched closely the food fight Peter Arnell triggered with his short-lived Tropicana packaging redesign for Pepsi, Coca-Cola officials have unveiled a fresh-squeezed makeover of their own iconic MinuteMaid brand. From the 1600 pairs of eyeglasses, to the finely tailored Tom Ford suits, to the alleged ankle holster and the 20 oranges a day that turn his hands yellow– he’s an eccentric brand on his own. In a recent post, we explored two major rebrands gone wrong. [email protected] Diace Designs provides high-quality solutions with unmatched efficiency. When he launched a new design for Tropicana, Peter Arnell gave a rambling, pseudo-intellectual explanation of the packaging. Shortly after the launch (and subsequent failure in the market), Peter Arnell attempted to explain the redesign at a press conference: “Historically, we always show the outside of the orange. But um, we expect it should be. In swept Peter Arnell, chief executive of brand and innovation agency the Arnell Group. “It’s time to remind consumers that Tropicana Pure Premium is pure, natural and squeezed from fresh oranges,” said Peter Arnell, renowned brand expert and architect of Tropicana… They … Peter Arnell was once the world’s most lauded brand designer. Copywriter + Content Strategist Tropicana’s redesign struggle illustrates the importance of packaging in the overall branding ecosystem. Here's McCracken: But let's look at what Peter Arnell…thinks this means. Back in January we posted the above video from an Arnell/TBWA/PepsiCo press conference right before to the Super Bowl. Peter Arnell known for $35m Tropicana rebrand flop Most husbands might be pleased to see their wives moving up the career ladder - but maybe not when they're taking over your job as boss. On Feb. 23, the company announced it would bow to consumer demand and scrap the new packaging, designed by Peter Arnell. "It's time to remind consumers that Tropicana Pure Premium is pure, natural and squeezed from fresh oranges," said Peter Arnell, the architect of Tropicana's multi-faceted marketing and advertising campaign. The company took one of its most successful products and stripped away everything that was working in order to “evolve” the brand for no good reason. 3030 N. Rocky Point Drive W., Suite 150 Everyone at the gathering expected to learn about Pepsi’s Super Bowl Spots — but before anything was said we were forced through a torturous presentation about the $35 million redesign. The creative force behind this change, brand-guru Peter Arnell, said the focus of the orange-less look was on squeezing—fresh-squeezed juice. Tropicana’s distinctiveness was destroyed and within weeks the company’s parent company PepsiCo withdrew the new design and reverted back to the old pack. Tropicana packaging had never shown the inside of the orange, and designers felt that they could better emphasize the purity of the juice by displaying the juice itsell. To understand this strategy failure, it is important to analyze what did Tropicana change in its packaging design. The $35 million redesign went live this year, but after receiving gobs of complaints from consumers, the brand has decided to revert to the old look. Get AgencySpy delivered straight to your inbox. His work isn’t too bad either. Abandoning all hallmarks of the previous, time-tested brand identity turned this “rebrand” into the launch of an entirely new brand—one with none of the equity or awareness Tropicana had worked hard to amass over the years. We engineered this interesting little squeeze cap here … so that the notion of squeezing the orange was implied ergonomically.”. (It can happen to even the biggest companies.) Anyway, says Arnell in a Times interview, “Tropicana is doing exactly what they should be doing (by reverting to the old look)”, “I’m incredibly surprised by the reaction,” but “I’m glad Tropicana is getting this kind of attention.”. Tags: advertising, brand guru, co-creation, market research, metaphors, narrative branding, Pepsi redesign, Peter Arnell, Tropicana redesign Tropicana has done an about face on their new packaging. It had been on the market less than two months. We needed to rejuvenate, reengineer, rethink, reparticipate in … In 2008 Pepsi Co enlisted Peter Arnell's agency, 'Arnell Group', to redesign the Pepsi logo. It all began when Peter Arnell, the controversial adman of the creative agency Arnell Group, was hired to redesign the packaging for Tropicana’s Pure Premium orange juice. From Lyons’ article, which I recommend, you will take away a few things. Hispanic Content, Data & Social Report 2020 [REPORT] - available for download Peter Arnell, director of the creative agency Arnell, stated: But hey how about the part where your agency charged Tropicana $35 million for a redesign and campaign that are now totally fucking moot. "I have my own perspective on it. Focusing on the masses, Peter and Massimo forgot to account for the passionate and loyal consumers who have the power to … The Omnicom agency recently rebranded Tropicana orange juice (a PepsiCo brand), changing the long lived orange-with-straw-sticking-out to a simple glass of juice. Let this be the lesson to all successful brands: “If it ain’t broke, don’t fix it!”. Published on February 26, 2009. Arnell’s explanation for his design choices is reminiscent of a design student attempting to impress his professor with copious hidden meanings and clever gimmicks. 93 / 100 Tropicana Commercial from famed Director Peter Arnell. The objective was very, very clearly laid out. Peter, a man whose passion for oranges was unmatched, failed to see the passion Tropicana drinkers felt for their orange with a straw. No word yet on if the redesigned carton will be replaced within the campaign. in early january 2009 tropicana of pepsico introduced its redesigned packaging by peter arnell of … A few weeks after this article was written in 2009, Tropicana pulled the new design from the shelves and went back to the original. It lost $30 million dollars in sales. READ THIS NEXT Peter Arnell defends Tropicana rebrand | Logo Design Love At a Pepsi press conference, Peter Arnell, of Arnell Group, defends the new, but recently dumped, Tropicana rebrand. Peter Arnell is having a bad year. In exchange for $1M, Pepsi Co received an updated logo that, materially, moved the whitespace tilde 30 degrees northwest and slightly widened the aperture of the right side into a … This redesign eventually cost Tropicana more than 50 million dollars. Just a month ago Tropicana introduced new packaging that removes their orange with a straw and replaces it with a glass of orange juice. So, what’s the real lesson here? Peter Arnell is having a bad year. Peter Arnell Explains Failed Tropicana Package Design. He says Tropicana overreacted to complaints. … Instead of an orange skewered with a straw, the new Tropicana Pure Premium OJ carton centered on a photo of juice. The Omnicom agency recently rebranded Tropicana orange juice (a PepsiCo brand), changing the long lived orange-with-straw-sticking-out … “We thought it would be important to take this brand and bring it or evolve it into a more current or modern state.” stated Peter Arnell, director of the creative agency Arnell in his speech explaining the strategy chosen for the Tropicana product. A multimedia campaign, getting under way this week, is the first for the Tropicana juice brand from its new agency, the Arnell Group in New York, part of the Omnicom Group. On January 8, 2009, the new packaging and accompanying ad campaign was announced, for which Tropicana had paid Arnell $35M. redesigned tropicana packaging by the omnicom agency. What was fascinating was that we had never shown the product called the juice. The people must have their orange with protruding straw — just like Arnell needs their bullshit sandwich table at lunchtime. The new logo, rotated to read vertically rather than horizontally, represented yet another departure that left the Tropicana name unrecognizable to customers at first glance. The only connection we have is Tropicana Orange Juice. In this post, we’ll examine what happened with one of these campaigns. The original packaging and the new one: To understand this big fail in Tropicana’s strategy, we need to evaluate what Tropicana changed in its package design. Peter Arnell is certainly an interesting character. © 2020 Diace Designs, Inc. All rights reserved. Full Story, More: “What We Know About the Arnell Pepsi PDF”, Strategic Partnerships Manager (Independent Representat...SoofaRemote, Massachusetts, Senior Project ManagerThat's Nice LLCNew York, New York, Marketing ManagerOregon State UniversityCorvallis, Oregon, Arnell’s Latest “Design” Debacle: Tropicana Returns to Orange with Protruding Straw, An error has occurred, please try again later. Peter Arnell and Tropicana. After its package redesign, sales of the Tropicana Pure Premium line plummeted 20% between Jan. 1 and Feb. 22, costing the brand tens of millions … 3 Minute Ad Age: Feb. 26, 2009. Peter Arnell, the Pepsi man assigned to the Tropicana orange juice rebrand, described his job thusly: The objective was very, very clearly laid out. 2009: Fruitless Tropicana packaging When brand guru Peter Arnell advised Tropicana to lose its signature packaging featuring a ripe orange, the company lost more than just the fruit on its cartons. 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