Here is how to fail at marketing, in three easy steps:
1. Pepsi struggles with branding for years – Clear Pepsi, anyone? – until a "visionary" named Peter Arnell comes on board and creates an amazing Barack Obama-ish logo redesign. The White House responds to this friendly nod by having all the government buildings switch vending machines from Pepsi to Coke. Whoops!
2. Arnell and Pepsi write a crazy memo explaining how Pepsi's new logo isn't a Barack Obama sign, but instead a "breathtaking" metaphysical explanation of the universe. Uh, what?
3. Arnell then gets put in charge of redesigning Tropicana's logo, which he does by changing the iconic straw-in-orange emblem into a generic looking white and orange carton.
This guy is like the opposite of Don Draper. Then again, we now have a tenuous link between Orange Juice and Barack Obama, so maybe this guy is a genius.
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i just had a discussion with my boyfriend about the new tropicana design. he is willing to pay 80 more cents than other brands for it because it is "clean" looking and he is buying it to drink in hopes of avoiding illness. so maybe this was a good move. plus, the little orange screw-on cap is too cute.
Tropicana just happens to make the best tasting OJ.
I hope they keep the cute orange screw on cap. They make good butt plugs for my girlfriends.
Um, yeah the redesign is a total bust - I couldn't tell it from the generic store brand. If it ain't broke…….
Peter Arnell is a dumb ass blowhard who thinks he is a marketing genius but as you can see, his ideas SUCK ASS. Get over yourself. Anyone that would hire him is an idiot.
And, I spent 10 minutes looking for this orange juice until a stock boy told me it was right in front of me. GREAT marketing Arnell!!
A week or so ago I was at a store just buying soda on the go. As I was going to get Diet Pepsi I couldn't figure out which was Diet, which was regular, which one was Pepsi One. The coloring is all different now and I have no idea which one was which. So I bought Diet Coke instead. Way 2 Go Pepsi. You new logo really helped Diet Coke win more sales.
I bought the wrong variety of orange juice for 4 straight weeks. I wanted the regular kind, but ended up with calcium, healthy heart, and others. Maybe it was a trick to promote the other varieties.
Let's not forget this is the same "genius" who brought us the Chrysler/Celine Dion campaign years ago.
For years I have purchased Tropicana thanks be to it's bizarre ability to inspire my taste buds. I assumed that the new design was a limited edition produced with lesser resources to exploit a cause. Turns out it just looks cheap, awkwardly generic and most certainly looks concentrated. It may taste the same, but my brain wont allow it.