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



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