Thursday, April 2, 2009

Flopicana: The Tropicana Rebranding Disaster


As many of you may have noticed as you've skimmed the aisles of your local grocery store or bodega in recent months, Tropicana's packaging underwent a drastic redesign in the hands of rebranding juggernaut the Arnell Group, to which consumers had a less than favorable reaction. In fact, the company eventually caved and will return to its original packaging with the iconic orange & straw.

In this video from Slate, designer Paula Scher, potter/interior designer Jonathan Adler, and architect Ahmad Sardar-Afkhami discuss the flop...



And here is Peter Arnell attempting to defend the failed campaign:

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