Hey look, it's a package design by Peter Arnell that doesn't suck

Posted on Wed Apr 29 2009


Not all of Peter Arnell's designs are bad. The ad-agency head took some serious heat earlier this year for creating the new, and subsequently killed, Tropicana packaging. At the time of its launch, PepsiCo North America president Massimo d'Amore joked, at a Tropicana press conference, "Peter thinks he is Michelangelo." Yes, Michelangelo if he had plummeted from the ceiling of the Sistine Chapel while painting his masterpiece. Still, Arnell's SoBe Lifewater packaging is pretty inspired. It features the brand mascot Lee the Lizard. His tail wraps around the bottle, squeezing it. Wherever his tail lies, there are grooves that allow the bottle to fit snuggly in your hand. The new look is original, which was important for this growing enhanced-water brand. Prior to the repackaging, virtually every player used a knockoff of the Vitaminwater bottle. So much so that the Coca-Cola-owned brand sued a number of competitors and won. SoBe's bottle aims to look the least like Vitaminwater as possible as it works to forge its own identity. If Tropicana proved anything, it's that repackaging efforts can have a powerful effect—for good or bad.

—Posted by Kenneth Hein

Arnell Group gingerly rolls out Sedgwick ad campaign for Trop50

Posted on Mon Mar 23 2009


The O.J. executives at PepsiCo have announced their first big campaign for the Tropicana brand since jettisoning (and subsequently unjettisoning) the beloved straw-in-the-orange package design. This time around, the work is for newer sibling Trop50, which has 50 percent fewer calories and contains the all-natural sweetener Stevia. Kyra Sedgwick (a 2007 Golden Globe winner for best actress for The Closer) stars in a new TV and print campaign launching today from (who else?) The Arnell Group. (See a larger version of this ad here.) Those who actually liked the ditched redesign for Tropicana Pure Premium will be happy: The despised design still appears in the ads. Upon announcing its plans to go back to the old straw-in-the-orange look, Tropicana executives said they will continue to run ads featuring the now infamous Arnell redesign. Let's hope we don't have another huge ruckus.

—Posted by Elaine Wong

PepsiCo goat Arnell Group now working on the Gwyneth brand

Posted on Mon Mar 2 2009

Gwynnie copy

Gwyneth Paltrow won an Oscar, married a musician, has a couple of angelic kids, eats whatever she wants and stays a single-digit dress size, and basically can do everything better than you. Don't you want to know her secrets? Or do you, like us, think her much-maligned advice blog Goop is less about sharing her Zen-ish worldview and more about building her own brand? After all, she is peddling a cookbook (co-authored with Mario Batali) and is opening a yoga studio in Greenwich Village. Could a kid's clothing line, exercise DVDs and colonic cleansers be far behind?
  Now we learn from Page Six that advertising maven Peter Arnell and his Arnell Group are behind the spare-and-smug blog, working on everything from its design to its e-mail newsletters. Since they've done such a bang-up job on the Pepsi and Tropicana brands lately, maybe it's time they put their convoluted logic to work for a famous animate object?
  Gwynnie (seen here in an ad for Italian designers Tod's) started Goop because there so few celebrities who tell us how we should be eating, dressing and vacationing. No, really. "I felt like I had a lot of really useful information that I was privileged enough to get because I have this amazing, super, fortunate life," she says. Let's all thank Arnell for bringing all that "wisdom" to the unenlightened plebes.

—Posted by T.L. Stanley



search Brandfreak


Enter your email address:

Delivered by FeedBurner