After only one short month of why-can’t-I-find-my-OJ, Tropicana has decided to return to its old packaging, retaining the cute orange-shaped caps which was the only fun thing about the new design. It lost $30 million dollars in sales. —— PETER ARNELL KNOWS how to deliver a message. 2009. He’s just left under acrimonious circumstances and is suing Omnicom for, among other things, a million dollar’s worth of ‘knicknacks’ that he claims he was allowed to accumulate on his own account. Zmuda, Natalie. Thoughts on the Pepsi rebrand. Unsurprising that Peter Arnell’s looked strained, and unfortunate that the Tropicana debacle followed criticism for his Pepsi rebrand. Following the re-design unit sales of Tropicana's Pure Premium juice fell 20% resulting in lost profits almost equaling the amount paid to the Arnell Group. For 30 years—since he was barely above legal drinking age—he’s been cooking up design, marketing, and branding strategies for such blue-chip companies as Johnson & Johnson, Reebok, Unilever, Electrolux, Home Depot, Pfizer, and Donna Karan. Michael Saechang // WIkimedia Commons. Here's McCracken: But let's look at what Peter Arnell…thinks this means. Peter Arnell is just looking for a little understanding. Devoid of its signature design of an orange and a straw, the package looked like a bland, private-label juice. A tweet thread seeing some decent circulation in the past week has recalled to view the minor spectacle surrounding a couple of high-profile re-branding projects done for PepsiCo by the Arnell Group a decade and change ago. At a Pepsi press conference, Peter Arnell, of Arnell Group, defends the new, but recently dumped, Tropicana rebrand. 3. Please title your entry 3-2 Peter Arnell. At a press conference in January 2009 by Pepsico (owner of the Tropicana brand), Peter Arnell, CEO of Arnell Group, the branding agency that executed the redesign, explained his rationale (See Ad Age’s video of the press conference here): According to Lyons, “Arnell claims it doesn’t bother him. David Bellm | Jan 29, 2014. While it’s pretty unanimous that the design doesn’t work, everyone has their own theories as to how and why. Ad Age. Explore Peter Arnell’s website to review the designs and contribute to the Wiki. 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. Tropicana’s redesign struggle illustrates the importance of packaging in the overall branding ecosystem. The only connection we have is Tropicana Orange Juice. Just a month ago Tropicana introduced new packaging that removes their orange with a straw and replaces it with a glass of orange juice. (AdAge appears to have removed this and the next article from its website.) Whether Tropicana really conducted research to that effect or chose to ignore findings before commercializing the new packaging remains unknown. This redesign eventually cost Tropicana more than 50 million dollars. Everyone agrees that Arnell is an elite salesman… maybe that blurred Tropicana’s view of their customer base. 2009: Fruitless Tropicana packaging. In 2009 Pepsi Co again enlisted the Arnell Group for a brand redesign. In 2009, Tropicana introduced a new package and logo, created by Omnicom’s Arnell Group. 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. The first is that Mr. Arnell is the person responsible for the redesign of Tropicana’s orange juice cartons, replacing iconic and consumer-friendly packaging with a new design that was swiftly and universally reviled by the consuming public. A man named Massimo D’Amore, a rising star at Pepsi’s International operations, (and the other soon-to-be disgraced person in this story) hired Arnell’s team, believing that Peter was the right genius to rebrand all of PepsiCo’s beverages, including Tropicana, America’s number one orange juice brand. Arnell Group founder Peter Arnell touted the design … Brandweek’s Todd Wasserman felt that Tropicana’s redesign was “terrific” and that making the carton look like a Peter Arnell, director of the creative agency Arnell, stated: A closer look at ambigrams. Arnell also created the new version of the Tropicana packaging. Not everyone agreed that Tropicana’s new package design was a disaster. Logo inspiration from Spin. Peter Arnell was once the world’s most lauded brand designer. Peter Arnell Explains Failed Tropicana Package Design on YouTube. Tropicana paid design guru Peter Arnell a hefty sum for the new look which he claimed had been "engineered" to "imply ergonomically the notion of squeezing". in early january 2009 tropicana of pepsico introduced its redesigned packaging by peter arnell of the omnicom agency. Tropicana Line's Sales Plunge 20% Post-Rebranding. (Note: images of the old and new Tropicana package designs can be found online (e.g., Edwards, 2009)). Talking about logo design #7. Peter Arnell and Tropicana. The Chrysler Peapod is definitively a neighborhood electric vehicle, with a maximum speed of 25 mph, a 30-mile range, and the ability to go from 0 to 20 mph in 5.9 seconds. 2009. In a paragraph or two, write about your graphic design knowledge of Arnell (or the type of work he is best known for) and provide an example of an influential design he has created. Wegmans logo refresh. 93 / 100. Watch Peter Arnell Explain His Failed Tropicana Package Design The entire refrigerated-orange-juice category posted flat unit sales and a 5% decline in dollar sales during the period. Arnell, a famed brand architect, and mastermind behind the disastrous Tropicana packaging redesign, spoke about his newest product yesterday at the Greener by Design conference. Try watching this video on www.youtube.com, or enable JavaScript if it is disabled in your browser. Talking about logo design #8. Peter Arnell defends Tropicana rebrand | Logo Design Love. In the world of advertising, the Tropicana disaster of 2008-09 is already legendary as a failed product debut. ... Why the Firing of Weird Design Guru Peter Arnell Was a Long Time Coming - CBS News. CultureBus logo by Pentagram. This time, exchanging $35M for a redesign of Tropicana. Peter Arnell runs an agency in New York, a division of Omnicom (the agency, not New York) and was assigned to redesign the Tropicana orange juice carton. 3 Minute Ad Age: Feb. 26, 2009. Arnell explained that, in keeping with the theme of Tropicana's new $35 million advertising campaign, the new package design drew on the power of love through a squeeze or hug (Levins, 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. Huh? Levins, Hoaq. Arnell’s design for Tropicana was awful. Obama logo ideas that weren’t chosen. Ad Age. Its clean lines and empty aesthetics achieved something Tropicana’s competitors had failed to in 20 years – a degradation of its brand equity and an undermining of its status as market leader. In my opinion, the orange with a straw was a clear illustration of what consumers could expect. 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. February 26, 2009. But he met his Waterloo with a violent redesign of Tropicana’s famous juice carton. He did. Prior to showing the design to the public and actually beginning to produce it, he was onstage at some event talking about the design process, and the work his agency had done. "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. 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. 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. Peter Arnell is the colourful boss of his eponymous design agency, founded in 1979 and sold to Omnicom a decade or so ago. Pepsi: Arnell, the same firm who managed to make Tropicana anonymous in the refrigerated case, is also responsible for the 60s-looking logo that’s being batted down by critics. Peter Arnell defends Tropicana rebrand. Peter Arnell Explains Failed Tropicana Package Design. April 02, 2009. orange’ [Peter Arnell] so casually dismisses… Simply Orange will have the last laugh…” (Brandweek, 2009). We needed to rejuvenate, reengineer, rethink, reparticipate in popular culture. New York Philharmonic logo. Peter Arnell Explains Failed Tropicana Package Design. 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. Peter Arnell Explains Failed Tropicana Package Design. 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