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”.
How did Tropicana lose $30M in a packaging redesign?
241–250 of 278 posts
Re: How did Tropicana lose $30M in a packaging redesign?
#242The 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…
Re: How did Tropicana lose $30M in a packaging redesign?
#243Logos: 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?
#244For 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…
Re: How did Tropicana lose $30M in a packaging redesign?
#245Earlier 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.
Re: How did Tropicana lose $30M in a packaging redesign?
#246Earlier 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.
Re: How did Tropicana lose $30M in a packaging redesign?
#247Re: How did Tropicana lose $30M in a packaging redesign?
#248I 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…
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?
#249I 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.
Re: How did Tropicana lose $30M in a packaging redesign?
#250What 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…
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...