Peter Arnell Explains Failed Tropicana Package Design

In the continuing clamor over the recent Tropicana-carton redesign debacle, I came across a rather interesting video of Peter Arnell discussing his team’s rationale for the move. 

I guess what surprised me the most was how uncompelling the arguments seem. To have made such a sweeping – and ultimately unsuccessful move – I would have figured the ideas to have come rolling off the tongue of their creator with the luminary power of Moses … or at least Anthony Robbins. 

But rather, this seems to have been an agency kind of stumbling through the steps in a sort of “Why not try this?” manner. After hearing him, I was startled at how unconvinced I was as to the merit of their moves. 

That’s just my opinion. Take a look:

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