"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!"
Via BrandFreak
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3 comments:
NY Times article
I don't necessarily love the design, but I wonder how many times clients will now use this example as an excuse to not push a brand to a new place. I can just see it being used as a weapon.
My boy Rob Walker checks in to say this hullabaloo just goes to show how much consumers do care about their brands.
Last add and I'll let it go (I swear). Peter Arnell video on the thinking behind the redesign. Something about love ...
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