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: