Peter Arnell Explains Failed Tropicana Package Design

Just got done watching this debacle of Peter Arnell trying to justify ditching a GREAT marketing idea (so fresh, its like sucking it right of the orange)... the emperor truly has no clothes

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Arnell is a bonehead! I thought the cap was a cap not something to squeeze and get juice from. And as far as the packaging is concerned shame on pepsico for trying to trade in on a logo that is the epitome of tasty orangejuice. I usually buy what is cheapest in the store but Tropicana is some of the best out there so it would not have really changed my buying habits one way or another but quite frankly the tasty orange and straw look more delicious than the half a glass of OJ!

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Hi Piter - thanks for the compliments. And believe me, your English is far better than my Latvian! This blog is part of my job as Web editor for Packaging Digest -- I manage most aspects of the website and the content that goes on it. That said, this blog is one of my favorite parts of the job. I'm glad you're enjoying it!

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Anybody else notice how weird it seems for Tropicana to have yanked this design off the market so quickly, then turn around and use it for their new blend, Trop50? Seems like they'd want to ditch this design and go back to square one before even launching it.

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Bottom Line: The Consumer has spoken. I wish our Government could here us the way Tropicana heard their consumers.

I like new refreshing design as much as the next guy but the fundamental problem was that the 'old' packaging stood out on the shelf far more than the 'new' packaging did.

Typical Creative. Full of it.

Once again this shows how out of touch Madison Avenue is with mainstream America. So not one executive at Pepsi looked at this and said WHAT? They're just afraid to speak up in the corporate enviroment today, there is no capital in it.

Thanks for weighing in on this, Bart. I knew EVERYONE couldn't hate this design! Like I said in my first post on it, I really like clean, modern design, and I want to like this one -- I do in a number of respects. I just wish they hadn't ditched everything recognizable about the previous carton. Maybe a more incremental approach would have served Tropicana better, with the really spare Arnell one being a later iteration. And perhaps that’s exactly what’ll happen when the team goes back and rethinks how to proceed?

I have to disagree with the nay sayers. I really like the new image, do not find it hard to navigate and noticed it immediately when it hit the shelve. I find the design absolutely refreshing, clean and uncluttered. Can't say that even the store brands in many cases. I say bravo, go boldly. It's orange juice, as stated earlier. The fact that its proceed a dollar more then the competition may have something to do with sales.

I agree quite a bit with your thought about everyone being a little too hard on Arnell and the results. Although I found Arnell's presentation to be underwhelming, and I think the redesigned Tropicana carton misses the mark in several key respects, I also understand that any creative process is ultimately imprecise. The other extreme from Arnell’s radical redesign for Tropicana is the approach of slavishly keeping brand “hallmarks” around for an eternity -- long past the point where they have any meaning. At some point, if they left Tropicana’s look unchanged for long enough, we’d probably all be screaming about how atrociously dated it looks. Thanks for reminding us that the critic’s job is easy. To create anything is a noble, frightening process that ultimately makes the artist/designer extremely vulnerable.

Don't be so critical of the artistic vision and progress that Pepsi and the Arnell agency attempted to bring to the masses with Tropicana redesign. This misque for Pepsi is no different than, Coke's with Coke II. We agree the label might not have the punch of old design but familiarity breeds a lack of progress. This guy has hit the nail with new the Pepsi core designs- one misstep is not the end of Arnell and his artistic teams vision for change in the packaging industry. Haters- step back and take a drink of Arnell's sucess.

Nobody is staying the specific reason Trop is already switching back to the old graphics......it is not because of Tropicana fans screaming on the net...no. It is because sales are down close to 30%. Due to the packing being invisible on the shelf. This is the real story, not some relationship with Trop fans. Pepsi could care less about the hard core fans, this package redesign simply failed at a very basic level of sales and marketing.

These are all great points -- thanks for your thoughts everyone. I see I'm not the only one who was underwhelmed by the arguments to toss a successful, well-established identity in the garbage. Now it'll be interesting to see if Tropicana can do solid damage control and recover well. Companies have made it through worse goof ups, but only if their follow-up moves are spot on.

Peter Arnell attempts to argue to the point of refreshing and evolving the brand, but throwing out an iconic brand image and thereby all the money invested over the years in developing that brand recognition is, to put it in the kindest words possible, simply incompetent.

I just realized that that was a tropicana box - I swiched to Florida's Natural because it was invisible on the shelf and Florida Natural stood out!

I just looked at the refrigerator display at my local store again. These cartons look invisible in a sea of color. The cap adds nothing...a real stretch based on what that intent was. But paying a lot of money to an outside firm...well they should have done their due dilligence and market testing, and it appears that they did not. This guy looks out of touch.

I was under the impression the Tropicana packaging was new generic packaging when I first saw it.

I have to say that at the store the graphics are just not attractive but when you have a single carton and can see two sides it looks quite nice with almost a 3-D look to the glass of OJ.

the guy is among the greatest BS'ers of our time. think he always has been. but who's the bigger ass? peter for being who he is or pepsi for hiring him? repeatedly.