PepsiCo completely screws up Tropicana, then admits it
Posted on Mon Feb 23 2009
PepsiCo is off to a rocky start with the Arnell Group. First, a seemingly ridiculous brief bearing an overwrought justification of the new Pepsi/Obama logo was leaked. Now, PepsiCo has said it will revert Tropicana back to its old packaging because people absolutely hated it. The packaging, which was triumphed by Peter Arnell, was deemed too confusing and too much like some regular ole’ generic store brand. This led one design agency executive to comment offhand and off-the-record: “Well, that’s what you get when you let an ad agency attempt package design.” Even the New York Times teed off on Tropicana likening it to New Coke. Ouch!
—Posted by Kenneth Hein
