Thanks to Maureen for the tip.
We've spoken at great length here about how awful the new Pepsi rebranding is; but we hadn't gotten around to commenting on their new, super generic Tropicana packaging. Well folks, the consumer has spoken, and Pepsi is pulling the thirty-three million dollar plug. Ouch!
The thing to note in this article is Peter Arnell's quote, "Tropicana is doing exactly what they should be doing.” Curious, considering he's the head of the firm who redesigned the new packaging (Qué, señor?!) He goes on to inexplicably take credit for generating "all the attention Tropicana is getting. " Despite the fact that the attention is all negative (?!) Way to spin it, Pete! The question remains, how long before Pepsi Co. pulls the plug on their new "stomach logo" and reverts back to their old branding.
From the NY Times
The campaign, which carries the theme “Squeeze it’s a natural,” was created by Arnell in New York, part of the Omnicom Group. Arnell also created the new version of the Tropicana packaging.
“Tropicana is doing exactly what they should be doing,” Peter Arnell, chairman and chief creative officer at Arnell, said in a separate telephone interview on Friday.
“I’m
incredibly surprised by the reaction,” he added, referring to the
complaints about his agency’s design work, but “I’m glad Tropicana is
getting this kind of attention.”
In fact, Tropicana plans to
contact “everyone who called or wrote us” to express opinions, Mr.
Campbell said, “and explain to them we’re making the change.”
Tropicana
is among several PepsiCo brands whose packaging and logos have been
recently redesigned by Arnell. The new logo the agency produced for
Pepsi-Cola has been the subject of comments by ad bloggers who perceive
a resemblance to the logo for the
Barack Obama presidential campaign.