Peter Arnell Explains Failed Tropicana Package Design
3 Minute Ad Age: Feb. 26, 2009
NEW YORK (AdAge.com) -- PepsiCo's Tropicana brand is junking the new orange-juice package design it just launched only weeks ago. The beverage marketer is switching back to its old design, whose centerpiece is an orange skewered by a drinking straw. In this video recorded at a press conference five weeks ago, Arnell Group CEO Peter Arnell vigorously defends his agency's carton design that has now been withdrawn from the market.