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How did Tropicana lose $30M in a packaging redesign?

bootcamp.uxdesign.cc

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Re: How did Tropicana lose $30M in a packaging redesign?

#241

Earlier quoted context omitted.

I would be suspicious of any orange juice where the company feels the need to stipulate "real orange juice". What the heck else would it be made of? Reminds me of "ice cream" which, in a lot of cases, is not. Mixed in the ice cream section next to identical looking cartons of different flavors Breuer's is a big culprit) are things that say "whipped dairy dessert" in the place that others say "ice cream".

I imagine this was in response to a mid to late 20th century processed foods culture where things like tang and sunny d were widespread. Lots of “Orange Drink” I remember in the wire Frank sobotka talked about all the Tang he drank because it’s “what the astronauts drank”.

Ah, yes. I remember my mom brought home Tang one time from the supermarket. We love our mom, but to use the phrase parents use with their kids, we told her "we are very disappointed in you. We expect you to make better choices".

Re: How did Tropicana lose $30M in a packaging redesign?

#242

The article totally misses the point of why the rebrand failed. I used to drink Tropicana Grovestand all the time in the 2000s. One day, I showed up at the grocery store, and a bunch of people were in front of the Tropicana rack, looking confused. I tried to find "Grovestand," but I couldn't. There were tons of identical bottles to choose from. Eventually, after staring at the bottles for a few minutes, I saw tiny te…

Seems like you had a particular reaction to the branding change, but that doesn't mean their explanation for the wider public reaction is wrong.

Re: How did Tropicana lose $30M in a packaging redesign?

#243
For reference, here were some of the Arnell Group's other designs:

Logos: https://web.archive.org/web/20130714003408/http://arnell.com...

Packaging: https://web.archive.org/web/20130717162849/http://arnell.com...

Food and Beverage: https://web.archive.org/web/20130717185242/http://arnell.com...

Re: How did Tropicana lose $30M in a packaging redesign?

#244

For any interested in Peter Arnell, the genius designer behind the redesign, I encourage you to look up "pepsi logo" on hn. The design document is such a radical statement it will certainly impact your view of design and corporate world. In Belgium the absolute dirt-cheap products are called "white products" ('produits blancs') due to their mostly white packaging (relevant to this is xkcd 993). It's striking how very…

Pepsi Logo design document: https://www.goldennumber.net/wp-content/uploads/pepsi-arnell...

Re: How did Tropicana lose $30M in a packaging redesign?

#245
post #238

Earlier quoted context omitted.

Juice in general just seems terribly unhealthy in 2022. I enjoy it as a treat now and again but think of it more like a dessert rather than a part of my daily breakfast routine.

It seemed terribly unhealthy back in 2012 too. You get all the sugar and none of the fiber. But many people have this weird idea about "natural" being healthy or that being derived from something healthy means it's still healthy. If we called them processed or refined fruit drinks, I'd bet you'd find people become averse to fruit juice.

yeah I was thinking more like 1982

Re: How did Tropicana lose $30M in a packaging redesign?

#246
post #72

Earlier quoted context omitted.

Personally I noticed the brand change but found the new branding so lame that my lizard brain suspected the quality had also gone down. It just wasn't Tropicana anymore.

There is no Tropicana in my country, but the design and branding looks like what I'd expect from a supermarket's own brand.

Yeah it feels like a very no-name brand, where you could apply the same design to many different kind of products.

Re: How did Tropicana lose $30M in a packaging redesign?

#248
post #133

I looked at the title, opened the link, searched for “Peter Arnell,” got zero results, and knew the article was total garbage. https://www.cbsnews.com/news/arnells-explanation-of-failed-t... I had a close friend who worked on a project where they brought this guy in. Charged $1m a month and invoiced his jet fuel to the company, if I remember correctly. Now you know where the $30M actually went. The article is an exam…

>... "squeeze" maintains a certain level of I guess power when it comes to this notion emotionally about what squeeze means like my squeeze or give me a squeeze or the notion of a hug or the ideas behind the power of love and the idea of transferring that love or converting that attitude between mom and the kids, right?

I am, once again, convinced that the entire marketing field is an elaborate joke played on the rest of us.

Re: How did Tropicana lose $30M in a packaging redesign?

#249
post #133

I looked at the title, opened the link, searched for “Peter Arnell,” got zero results, and knew the article was total garbage. https://www.cbsnews.com/news/arnells-explanation-of-failed-t... I had a close friend who worked on a project where they brought this guy in. Charged $1m a month and invoiced his jet fuel to the company, if I remember correctly. Now you know where the $30M actually went. The article is an exam…

Here's Arnell Group's explanation of their Pepsi Logo redesign: https://www.goldennumber.net/wp-content/uploads/pepsi-arnell... While I disagree about the heat map in the article being pseudoscience, I agree that Arnell's "design thinking" totally is.

This is an impressive level of bullshit. Like, this takes a degree and years of experience to bullshit at this calibre.

Re: How did Tropicana lose $30M in a packaging redesign?

#250

What seems to be lost in these “redesigns” is the why : why are you doing it? If there isn’t a list of benefits long enough to justify the cost and possible risk, well, that’s a problem. There’s also a tendency for companies to be super proud of what they’ve done so they neglect methods like A/B testing and instead just bet the farm on their great new design. After all, it cost a lot of money and looks cool to the de…

>What seems to be lost in these “redesigns” is the why: why are you doing it? If there isn’t a list of benefits long enough to justify the cost and possible risk, well, that’s a problem

If you have a painter on staff shit will get painted. If there's not a lot of shit that really needs painting some shit that doesn't need painting will get painted.

If you keep graphic designers (or better yet, someone who's managing a group of designers) on staff...

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