Peter Arnell Explains Failed Tropicana Package Design

[Callidus1]

@andygodfree ARE you seroius that Terry Tate commerical was the best run top 25 Super Bowl ads. It was vert funny you must be a hater.

[JoanBeatrington001]

Pathetic anti-white Jew

[bustindustin01]

He's relating to someone thinking about a hug when squeezing the cap. I'm just thinking, "I want OJ'

[venuecam]

Shows Peter Arnell never even asked the consumer how they felt about Tropicana - Design Rule # 1.

FAIL.

[venuecam]

As soon as I watched this video I was convinced to squeeze my own juice right from the orange. Goodbye Tropicana.

[luizlavos]

Good design don't have to be explained...

[SoulGLOJesus]

I thought the design was pretty genius. I bet we will all look back 15 years from now and think the same.

[chiasma72]

Omnicom should change their name; it's not even creative/cool sounding.

Secondly, the first time I went into my local Ralph's grocery, I searched for a few minutes, trying to find my favorite brand. I finally noticed that the weird looking brand that was overwhelming the shelf space was, in fact, Tropicana. I immediately winced, and thought; gosh, that's an AWFUL redesign. It's only TODAY that I even noticed that the big orange coloured blob was a glass of OJ.

[FreonRose]

personally i think these companies should get their head of their asses and listen to the consumer. you know the people who buy this crap every day. after all we only get bombarded with ads from the time we're old enough to open our eyes so im pretty sure we know what catches our interest. just saying. ;)

[EEPEEYEEP]

Mush mouth got no business speaking on camera.

[Kevinsph1]

It's More Is Less gone too far. Fuck MIL. Move on. It's 2010.

[slapitman]

Peter, when you said that you had a strong desire to 'take the orange and to put it somewhere' I think you were spot on. You just simply stuck it up the arse of your consumers.

[aliqaimkhani]

The branding was altogether a failure. There was no differentiation between skus; they all looked the same. People's recognition is based on the image not on the wordswords are secondary.

Well he just loves to squeeze alright ; )

[Sellos23]

Peter Arnell typicall jew

[Automoblog]

Product packaging is hugely important. That's why their sales dropped 20% after the design went out. It wasn't like people said "I can't see the straw and the orange, I'm not going to buy this," it's a subconscious thing, and the package that looks the most aesthetically pleasing to you is the one you're likely to buy.

I agree that Arnell is kind of a doof, but ironically this is the orange juice I started buying right after the new packaging came out. I like it, personally.

[psea]

I feel the design of the carton actually made the product look quite ordinary. And it actually gave Tropicana more of a value orange juice look. Perhaps the change just failed to be drastic enough.

[youngmav11]

I don't understand how people can get so bent out of shape about a carton. So long as the product is the same inside, who cares what the outside looks like.

[bidderspade]

If Woody Allen became and ad exec.

[artsilly23]

i can do better

[karma999]

This is not an ipod; it's a food product instead, I guess that's why the simple and neat design doesn't work. People can't associate it with the freshness and taste of an orange juice. The cap looks cute though.

[Robert111]

"Implied ergonomically". What a dolt! A plastic orange as a cap is even unappetizing.

[andygodfree]

Arnell is a fucking goon. How many consumers are going to associate opening an orange juice container with a hug, or love? The answer, friends, is none.

This is exactly what happens when those creative types get too much street cred for good campaigns - people are too afraid to tell them they're wrong when they come up with a completely unnecessary branding campaign. It makes me fucking furious.

[aBerlin1945]

@andygodfree So true. It's just f'ing orange juice.

[fdesouchecom]

@andygodfree he's the same idiot behind the reebok ads where the black linebacker rams the stupid white guy in the office. Apparently, it should be funny.

[supernjay]

Wow! I never knew people were so anal about their orange juice, there are bigger things in life people! It was just a fuckin' straw in an orange, u can draw it on with a fuckin' felt tip pen if u miss it so Goddamn much!

[aesnakes]

FIRED, why do people like this get so much money to design crap when there are countless designers out there with more design sense working for next to nothing.

[MrPositive3D]

I do recall seeing that new Tropicana brand in the store and it seemed so bland and stale (probably due to the unsaturated pale color of orange) that I subconsciously didn't get that brand for the first time in ages. I mean I didn't want hospital, sterile, urine, OJ. Subconsciously, I must have thought the product changed as well. Shrug.

[bakismaki]

The redesign sucked that's why it failed. Simple. It was a bad design. I like the cap though. The cap was a cool concept that should have been kept.

[leoray1234]

You can't bullshit a bullshitter

[pippobsn]

he's a better talker than designer. What could be more refreshing than the old design, featuring the orange with beads of dew on it? The representation of orange juice might as well be Tang.

[GiorgioGRossi]

This, along with his Sobe Lifewater ad explanation, is cementing Arnell as a solid laughingstock of the advertising industry....either that, or the laughingstock poster boy of everything that is wrong with advertising in general.

[seesponge]

Tropicana sent me a coupon for a free box of OJ after informing me that they were changing the design back. Great company, great product. Shame that they got bamboozled by this half whit photographer masquerading as an all about design and marketing guru. The sad thing is, there's genius behind many of the ideas that someone has given him (let's face it, someone else came up with it). The execution has failed though. Can't see the smiley face in the Pepsi logo and Tropicana looked generic!

[peeper333]

That tie is egregious

[Tron1276]

1:18 who the fuck holds their microphone like that that!?

[brosight]

Epic failure and waste of money, he should fire himself.

[anusbaerchen]

gosh, i have NEVER seen anyone as obese as jaba arnell. he still looks HUGE. i bet he could loose another 250 lbs.

[mmr11027]

OK why not have the new look, but use the old logo on the box-just smaller. People respond to their fave brands by similar colors and logos. They could then transition to the recent packaging later once the big glass of orange juice becomes more recognizable. I think it looks nice and modern. People are sooooo picky.

[coachdres]

Peter Arnell is an insufferable douchebag

[undiesinabunch]

Any mouth-breathing retard who could propose that nauseating new Pepsi logo is obviously a fraud and a no-talent amateur. Peter Arnell is the Bernie Madoff of graphic design. Read all about his arrogant and obnoxious ways in Time magazine this week.

[elsagold]

I love the mini-orange cap...

[mistersteak]

He should squeeze his way into therapy.

[xmonstar420x]

dude, it's fucking orange juice. . give me what some of whatever you smokin on homey. .

[Foundator]

man that guy is just fucking crazy. The worst kind of designer...

[CodreanArtur]

Winilisha...you are right....If it aint broken....don`t fix it :))).....it is very hard,once set... to change the perceptions of an product.....take exeple Coca Cola with big falue New Coke.But the new idea is an amaging and very sensitive and intuitive idea...Respect for this AMAZING ,,skeez the fruit'' idea.

[winilisha]

it it aint broke dont fix it.

[robfrankel]

Guess Tropicana got "squeezed" for a few million, eh?

[FATMIME]

Oh brother!