Peter Arnell is a marketing expert specializing in package design, at least that’s what it used to say on his resume’. Unfortunately, his latest brainchild, the re-branding of Tropicana orange juice, has gone terribly awry. Ditching the classic “Orange with a Straw” logo, Mr. Arnell went a different direction, a direction one can only call sterile and boring. Consumers apparently agreed, as sales of the product with the new look plummeted a whopping 20%.
The suits at Tropicana didn’t waste any time pulling the plug, ditching the new look in only two months. This ranks up there with New Coke, the benchmark of lame marketing ideas.
