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Pepsi Takes the Tropic out of Tropicana

Tropicana Packaging, New

Just when you thought Pepsi week was over, comes the original scoop I had been talking about. Tropicana, another one of the Pepsi brands, has also gone under the knife… or the juicer. This is perhaps the least offensive work we’ve seen come out yet but it certainly pales in comparison to the previous line of packaging designed by Sterling Brands that hit the shelves no more than one or two years ago at the most. This new packaging feels, at best, like a discount store brand with what looks like, again, at best, rights-managed stock photography if not outright royalty free. And the typography is, once more, at best, a lame derivative of how the British have lately exploited geometric sans serifs like Futura and Avenir to great results — here’s just one example of many. And I really want to believe that the screw-cap will not be an orange-colored boobie as in the rendering above.

Tropicana Packaging

Tropicana Packaging Old

Previous packaging by Sterling Brands.

By Armin on Oct.25.2008 in Consumer products Link

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Knowshon Moreno 4 Heisman’s comment is:

Pepsi has gone overboard with these new logos. The Mtn. Dew is OK, but that Pepsi and Tropicana? On the caryon, it looks like a glass cup with no stem. Pepsi is beginning to look like buttholes. I can't wait to see how ugly the Gatorade bottles will look.

On Oct.25.2008 at 01:50 PM

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Knowshon 4 Heisman’s comment is:

Pepsi has gone overboard with these new logos. The Mtn. Dew is OK, but that Pepsi and Tropicana? On the caryon, it looks like a glass cup with no stem. Pepsi is beginning to look like buttholes. I can't wait to see how ugly the Gatorade bottles will look.

On Oct.25.2008 at 01:50 PM

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Jw’s comment is:

I'm glad this post showed up, because it sort of explains the look we've seen in the Pepsi cola stuff over the week.

All of the rebranding feels like a second-rate emulation of European supermarket styling. While I like minimal design most of the time, I've always found it alienating in food-related products. These new designs definitely remind me of my time living in Germany during the 90s.

On Oct.25.2008 at 02:01 PM

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Keffer’s comment is:

Please, Pepsi Co, stop.

On Oct.25.2008 at 02:03 PM

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Luke D.’s comment is:

Wow, looks like second-rate design school mocks. Huge step backwards.

On Oct.25.2008 at 02:20 PM

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meg’s comment is:

They're waaaay behind the curve on imitating the British sans serif style. It was in its heyday in the late 90s; by now, it's a marker for generic and supermarket brands, at least in foods. And especially for juice -- these look just like the Sainsbury's (or is it Waitrose? I forget) juices.

On Oct.25.2008 at 02:25 PM

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Ben’s comment is:

I have to agree that this is a step backward for sure. The Sterling Brands design is quite nice but the new one, as everyone has said, looks quite generic.

On Oct.25.2008 at 02:31 PM

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Neven’s comment is:

Oh jeez... Are these the result of a community college design class assignment? They're making the real world look like a bad webpage.

Yuck, Pepsi. Yuck.

On Oct.25.2008 at 03:38 PM

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mm’s comment is:

Tropicana needs to redesign what's inside the carton. They are loosing the juice aisle battle on product quality not on logotype.

On Oct.25.2008 at 04:17 PM

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jj’s comment is:

You know - the pepsi bottles weren't THAT bad. I mean, using the globe/sphere thing as smiles was a reach and rendered poorly, but the overall design I could live with. It was clean. No unnecessary elements. I liked the general direction of reducing the clutter usually found these items. I could live with the pepsi stuff, even if it weren't not quite up to par with the coke simplification that Turner Duckworth did. That being said, the Mt. Dew, Sierra Mist, Gatorade, and now this Tropicana disaster is taking every bit of brand equity and visual recognition and throwing it out the window in favor of a bland, yes – generic, lifeless, lazy, and overall amateur execution. Sterling Brands design was simple too - but elegantly crafted, with just enough to help justify the price. It felt gourmet. This stuff feels lower than story-brand. This is bad design at its, um, baddest. The previous Tropicana type was so nice, I will miss it. Ugh.

On Oct.25.2008 at 04:21 PM

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jj’s comment is:

Apparently, it's got me so worked up - I can't even type. (Apologies for all the mistakes in the above post. Sheesh.)

On Oct.25.2008 at 04:23 PM

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Valentino’s comment is:

Aside from a quick read and this, I've not been looking at the PepsiCo design lot because it's not very nice and I'm sure many things are said over and over again.

This looks like something a friend of mine designed in high school in '96. And he didn't even go on to do graphic design in university. Only his was better.

It would have been nicer if they'd have reworked the old Tropicana mark. Made it more tropical. I know I wanna feel like I'm on holiday when I drink juice which is why I don't go for supermarket brands.

On Oct.25.2008 at 04:50 PM

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Lain’s comment is:

I think that thanks to all of this new re-branding more people will start drinking water instead.

Thanks Pepsi!

On Oct.25.2008 at 06:04 PM

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John Mindiola III’s comment is:

Yeah, this just keeps getting worse. My only hope is that PepsiCo is releasing all this stuff early, as a hoax, then will hit the shelves with something REALLY cool. If not, then goodbye Mr. Pepsi. It was fun.

On Oct.25.2008 at 06:25 PM

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Matheus’s comment is:

trash, trash, trash...

and look! more trash

On Oct.25.2008 at 06:28 PM

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Bart’s comment is:

If they redesigned it to look anything like the old box with the straw in the orange, wouldn't you guys be screaming bloody murder that the design should be simpler? Now it's bad that Pepsi is in fact making the packaging simpler? Seems like you're damned if you do and damned if you don't.

And what's wrong with the cap looking more like an actual orange?! I think it's a fun way of making you think of twisting an orange half on a juicer.

On Oct.25.2008 at 06:31 PM

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james b’s comment is:

Why lose an idea - the straw in the orange, which is not a bad way of saying 'fresh' - with a shot of a glass that looks like something in my granny's cupboard?

The designers should be OJ'd...

On Oct.25.2008 at 06:32 PM

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Kaz’s comment is:

I'm not going to say that the new "logo" is great, but at least it's better than the old one, I always thought it was plain ugly.

The packaging is just OK, the problem is that it doesn't have anything memorable and it looks like any store brand out there.

On Oct.25.2008 at 06:49 PM

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Justin Damer’s comment is:

I have to say that I'm amazed at how blindly commenters will follow whatever tone the original post takes! The new packaging is good (if not great). It's a breath of much-needed fresh air.

Weeping over the old Sterling Brands work? No way. Their work looks ancient, stiff, and full of Sterling's specialty: engineered historicism.

Here's the thing: Tropicana is not premium juice anymore. It might be different here in Canada, but premium juice doesn't come in a carton, it comes in clear recyclable plastic jugs. It has no branding on it, no b.s., nothing - all you see is juice. Orange. Juice. And you know it was squeeze in store and that it's going to taste way better than anything shipped from some factory in the U.S.... and it's $5 or more per litre!

This new packaging gets closer to that ideal, as close and they can get without going clear.

Lastly, the whole geometric sans British-copy-cat thing? C'mon. European grocers are damn cool, and they've been ahead of North America for quite a while. I don't need my food to be adorned in false tradition or mock quaintness. These oranges weren't picked by someone's grandmother and turned into juice with love. They know you know. It's just manufactured juice, for today.

On Oct.25.2008 at 07:13 PM

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Mark’s comment is:

nice, a very good imporovement...

but, do we know of the fate of the Straw poked Orange? Is it gone, it was very iconic.

On Oct.25.2008 at 07:23 PM

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Mark’s comment is:


nice, a very good improvement...

but, do we know of the fate of the Straw poked Orange? Is it gone, it was very iconic.

On Oct.25.2008 at 07:24 PM

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Tom Hackett’s comment is:

I agree with Kaz that it's an improvement; I'll take generic, geometric sans-serif over Hobo any day.

On Oct.25.2008 at 07:50 PM

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Savannah’s comment is:

Not even college student design work is this bad. I don't understand what they were thinking. When I look at that, the first thing I see is 100% Orange, not Tropicana. I also agree with questioning of the where abouts of the straw punctured orange.

On Oct.25.2008 at 10:19 PM

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Mark’s comment is:

Wow. Um Wow, do you all go extremely negative when something is slightly off?, jeez! This design isn't THAT bad. I'VE SEEN WORSE! OHHHH YES MUCH WORSE!!!!!

So Tropicana decides to go a little more clean and open in it's design, and then you decide to find something to nitpick like "OH!!! my eyes go to the 100% Orange thingy" or "they're using a europeany font" I'm not saying don't critique and criticize, but at least give credit when credit is due, then probably give example where they've gone wrong.

At LEAST they're no swooshes, globe logos, or gradients in this one.

OK.OK. I can see that it can be a problem that the 100% Orange Juice sticks out at first look instead of the name, I would switch where the 100% Juice is with the Tropicana name so the name sticks out first, SECOND I would dump the orange juice image in the background, I think it would easy to tell what the heck to it contains by what it says on the box.

I would've kept the Orange with the straw though, it doesn't get more Tropicana than that.

On Oct.25.2008 at 11:17 PM

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Mark’s comment is:

Is this change going to affect their Light Lemonade design?

because right now it has and open design. Which is recently knew

damn I wish I could find a picture of it.

here's an example of the Pink Lemonade version

On Oct.25.2008 at 11:31 PM

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Krisdan’s comment is:


On Oct.26.2008 at 12:36 AM

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Glenn Sakamoto’s comment is:


On Oct.26.2008 at 12:43 AM

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Christopher’s comment is:

Apparently I'm out of step again with consumers. Like all of this stuff. Sure it's not great. But it beats the hell out of before. Hate. Hate. Hate. The Sterling Brands packaging, actually surprised it was anyone that big. All that faux country crap. Trying to make it feel part of some presumed nostalgic past -- blah. I've stopped buying carton orange juice in part because I hated all the packaging. I may reconsider with this Tropicana stuff.

On Oct.26.2008 at 02:25 AM

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Jason’s comment is:

I wonder if this slew of unexpected designs from Pepsi have anything to do with the recent economic events. The "discount store brand" comment made me think it might be. I'm not particularly well versed in the science of branding and wouldn't know if this was a reactionary branding move.


On Oct.26.2008 at 05:23 AM

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a consumer’s comment is:

This is a travesty. What happened to the straw in the orange? Why take something so recognizable and unique away? What brand is this now?

On Oct.26.2008 at 05:44 AM

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Anonymous’s comment is:

i don't see anything wrong with the idea using orange as a cap. however it might be bit difficult to open the box with such shaped cap, but i think that was not the reason why you hate it so much...
Toma juice boxes (100% owned by pepsi) have regular cap, but with picture of a sliced orange (like this proposed half-orange rotated upside down) and it is a total eye candy. i bought all sorts of that juice just because of the cap.

On Oct.26.2008 at 06:47 AM

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Goffredo Puccetti’s comment is:

Well, At least in this case one can see the ideas behind the concept. One might disagree ( I think I do, I feel the brand equity previously established is at peril with this "oh-so-trendy" design of the logo) or love it, but again: it is clear that there is a rationale behind it.
Or maybe is simply that I am still so shocked by the pepsi one that anything else is brilliant and neat l compared to it.

On Oct.26.2008 at 07:29 AM

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Moey’s comment is:

pepsi co. went mad, whats next? lays?

On Oct.26.2008 at 08:17 AM

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George -’s comment is:

Wow, you can't get more generic than that, "discount store brand" is right! That's actually really, really bad...

On Oct.26.2008 at 10:52 AM

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MADPHILL’s comment is:

This sucks. I really liked the Tropicana package. This whole process has been like watching old friends die.

You are exactly right. It looks JUST like a Publix package. So, obviously, Tropicana is cheap and no better or as good as the other brands?

I would LOVE to know the story behind these rebrands. I predict Marketing has taken control of creative.

On Oct.26.2008 at 11:32 AM

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Kit’s comment is:

i wonder if the same design team who handled the new 3 logo'd pepsi did this?

whoever said it looks like a student project has hit the nail on the head exactly.
it's good work-for a class project in product design. as a professional piece, it's lacking something though, can't exactly figure out what.

On Oct.26.2008 at 12:26 PM

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Kit’s comment is:

oh! i just had a thought...
since the economy is going down the tubes, folks aren't buying the name brands. they are trying to save by buying the off-brands.
perhaps the strategy with this redesign is to make it blend in with the cheaper brands, so you'll look like you're saving a few cents when you're really not. trickery/mimicry by the marketing dept. maybe?
i don't know, just a theory.

On Oct.26.2008 at 12:29 PM

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Ryan’s comment is:

Actually, after comparing this to the other logos and designs, I like this one.

On Oct.26.2008 at 01:12 PM

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Rob’s comment is:

Brand strategists as a whole have almost no regard for craft. (Remember that new 'brandimage' logo? Look how cheesy this shit is!) I feel like Arnell are a bunch of young people with no real typography experience. Can they not take a step back and realize that this new Pepsi stuff looks like a wannabe beauty salon?

On Oct.26.2008 at 01:53 PM

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Rob’s comment is:


On Oct.26.2008 at 01:58 PM

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Prescott Perez-Fox’s comment is:

I bet the focus groups liked it. What other explanation can there be?

On Oct.26.2008 at 02:50 PM

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Ryan’s comment is:

I think I am going to have to agree with a few of the people who think that the tone of the postings has been overly negative. Is this the best design in the world? No. Is it an improvement? I think that only time will tell based on the reaction of the target market. I personally don't think this is all that bad (although I am still not sure about the other Pepsi stuff), and will certainly stand out on the supermarket shelf (for good or bad).

I think that as designers, our first inclination is to be critical and judgmental of something that we don't quite understand. Perhaps our egos make us think that had we been given the opportunity, we could have done a better job? Perhaps we have grown so comfortable and familiar with a brand that any kind of change (evolutionary or revolutionary) represents a "step backwards." Yet we often know nothing of the circumstances surrounding the re-brand. Perhaps we should wait and see what the final product is going to be before going all out to kill any type of re-brand?

On Oct.26.2008 at 05:03 PM

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felix sockwell’s comment is:

I'm less concerned with the graphics than the actual packaging (carton).

Other than the Orange slice, it looks to be exactly the same.

On Oct.26.2008 at 06:18 PM

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Paul Lloyd Johnson’s comment is:

I quite like these. They need a bit of work, but frankly, the cartons they replace are really dated, well they are in Europe anyway.

On Oct.26.2008 at 07:06 PM

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Krisdan’s comment is:

I am not usually a hater, but I must speak up. This looks like a straight rip off of pentagram's mark for 100% Design. I posted this earlier and everyone seemed to ignore it. Coincidence or rip off? I think it is too close for coincidence!

On Oct.26.2008 at 07:34 PM

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John Mindiola III’s comment is:

Okay, I've been one of the negatives on this whole bit. I must admit I HATE the new logos, packaging, direction, colors, etc, of all this Pepsi stuff. That being said, I'm also NOT going to wax nostalgic about the previous packaging designs. C'mon, that old/current Tropicana box is whack. Does anything about it grab you at all? The only logo I would have liked to have seen mature, instead of transform, is Mountain Dew. Was it overly swooshy and italicized? Yeah, but it's X-Games cats and caffeine junkies! I just don't know what they were thinking, and until I see some new commercials flaunting this minimalist-ish look, I'll continue to be underwhelmed.

On Oct.26.2008 at 11:38 PM

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Tim’s comment is:

Store brand. Thats the first thing that comes to mind when I look at these and the new pepsis, especially the new MTN DEW, might as well be Mountain Thunder. I swore I've seen all of these at Ralph's the other day.

On Oct.27.2008 at 12:44 AM

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Mongoose’s comment is:

Well, let's start with the good: It's selling orange juice, still. You won't pick up the carton and expect milk or pomegranate. 100% orange, important info, is front and center. And I like the silly orange caps.

What's to dislike: overall look and feel. It's simplicity gone wrong, too generic, too bland, a brand name which is shoved over to the side and tilted. Not that the old logo was flashy in any way, but it was pleasant and legible.

What's a push: orange-with-straw, while nice, is just another way to say 'orange juice'. It made for nice commercials, but isn't that grand a motif. The pulp indicators between top and front marking, also a push.

D. It would go instantly to C- if they just had 'Tropicana' horizontal, or double the size, or anything to boost the brand name size.

On Oct.27.2008 at 01:26 AM

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Darren Scott’s comment is:

Did somebody buy pepsi Futura for christmas last year?
Why dump all the logos in favour of using futura, I like things to be minimal and I love futura, but it just doesnt work on food packaging when you are competing for attention on crowded supermarket shelves.

On Oct.27.2008 at 03:51 AM

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Smirker’s comment is:

Garbage. Why make everything modern and generic?

On Oct.27.2008 at 06:26 AM

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Diane’s comment is:

Even if I took what I feel for this and threw it away (by the way it's terrible) from a shopability stand point I can't believe it passed for an improvement.

How do you shop for this? What is the difference between them? Sure I read you read, but joe shmoe from the mid west doesn't. This little bar of color at the top is not going to be enough. What happened to the color corridanted caps? I'm telling you right now that along with the color running on the the original front panel is how people really were shopping for this.

Also what's the brand? Why the hell is Tropicana not only turned on it's side but smaller in comparison to 100%orange. Don't you want your brand to sing in a redesign? You're forcing a new image on people, they aren't going to know what it is, you just lost your faithful few who were die hard in the first place.

This isn't about cleaning up something, it's about doing what you think is good design for no apparent design reasons. Everything, in design should happen for a reason, and these don't measure up because you're stealing from countless others and trying to slap your name on it - it's not going to work.

Besides being completely offended by all this new work from Pepsi from a designer's stand point, it's sort of entertaining now. I feel like write Pepsi everyday and asking what the hell they were thinking...hell, I should write the Arnell Group every day and ask that.

On Oct.27.2008 at 08:20 AM

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Swifty’s comment is:

Saying this looks like store brand packaging is an insult to store brand packaging. First of all, the glass of orange juice on the cover doesn't initially read as a glass of orange juice. Secondly, if the only difference between the various incarnations is a colored band at the top of the package, then consumers are going to have a more difficult time distinguishing between them.

This is a very poorly thought-out and very poorly executed package.

And for the love of whatever Supreme Deity is listening, Avant Garde needs to die.

On Oct.27.2008 at 08:36 AM

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kris’s comment is:


these fuckers are going to ruin my favorite typeface for me.

On Oct.27.2008 at 08:54 AM

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sra’s comment is:

These (the images) seem like they've been released too early, as has been stated, the logo and 100% ripoff really needs some work. But a cleaner package would stand out versus what is on the shelf now (didn't Compliments' orange juice look a lot like this before their last redesign?). There is a good idea there, but right now it feels like a joke/shenanigans.

On Oct.27.2008 at 09:29 AM

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ERic’s comment is:

Don't trash the amazing straw in an orange! I grew up on the straw being forced into the orange!

On Oct.27.2008 at 09:45 AM

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Darrel’s comment is:

New theory: The CEO is getting bribes from Coke to take Pepsi down.

It's mind boggling the amount of brand/marketing equity they are tossing out the door with all these changes. I'm surprised they even kept the names of the products with the amount of redecorating they're doing.

On Oct.27.2008 at 10:16 AM

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John McCollum’s comment is:

"Wow. Um Wow, do you all go extremely negative when something is slightly off?, jeez! This design isn't THAT bad. I'VE SEEN WORSE! OHHHH YES MUCH WORSE!!!!!"


Yes. I've seen worse. But a world-class brand like Pepsi deserves much better than "not the worst."

If Hyundai's new autos suck, it's only a tragedy for Hyundai. If Porsche or MB launch a line of clunkers, auto enthusiasts everywhere suffer.

Perhaps I'm overstating the case, perhaps not. It's just that there are so few companies with the design budget and global profile of PepsiCo. It's a shame to see them miss the mark by so much.


On Oct.27.2008 at 10:30 AM

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John McCollum’s comment is:

That having been said, I kind of like the boobie.

On Oct.27.2008 at 10:30 AM

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john.q’s comment is:

this lovely design was also done by the Arnell Group. Thanks again for the great design!

On Oct.27.2008 at 10:53 AM

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techcommdood’s comment is:

1. Anything natural is now gone in the new design. Years of "healthy advertising" has been flushed.

2. Nothing about the new design stands out. I'd likely walk right by the new cartons. If anything, they look generic.

3. The orange boobie - please tell me this is just a concept and not the design. If it's the actual design, I see a design change mere weeks after release as millions of people call to complain that their elderly relative or child cannot open the cap.

I think Pepsi made a huge mistake with this approach. I thought the "smile" in the Pepsi logos was a bit of a stretch, but this Tropicana redesign is a big mistake. I see other "100%" brands taking advantage of Tropicana's new sterile brand.

On Oct.27.2008 at 11:02 AM

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Anthony’s comment is:

I have lived in Bradenton, Fl (where Tropicana Orange Juice is made) most of life. I have grown up on this orange juice. They are ruining years of branding by being generic. Please tell someone is at pepsi to stop. They are headed in the wrong direction with all their new stuff.

On Oct.27.2008 at 11:27 AM

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rjp’s comment is:

This work is disgraceful. I would expect this standard of work in a first year degree students portfolio. These designs as they are would be nothing more than week private label brands. Pepsi needs to wake up and read all this internet feedback (free consumer validation!).

On Oct.27.2008 at 12:22 PM

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Hibryd’s comment is:

I think the cap is the worst piece. Let's be honest, everyone, 98% of the people who buy this *won't care* about the graphic design; we can bitch and moan about overused Futura (although the old design had the even more overused Trajan), but what most people are really going to care about is opening it up. And while twisting off an orange half is cute and all, it could make it very difficult for people who don't have strong fingers.

On Oct.27.2008 at 12:37 PM

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timf’s comment is:

Dear fellow designer,

I forgive you. I can tell that the client art directed you into a corner. I know how unattached that sort of 'help' can make you feel about your work. Before you know it, you're just frustratedly emailing PDFs of your progress to the board at the end of the day and cashing the check. i guess the money spends the same. Just strike Pepsi from the client list on your website and let's move on.

Deepest regrets & condolences,

On Oct.27.2008 at 12:58 PM

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dan’s comment is:

I'd be very surprised if the orange caps even made it to the shelf. Why spend more money on a special mold when you can buy billions of them for cheaper?

On Oct.27.2008 at 01:01 PM

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dan’s comment is:

i've said it before and i'll say it again. HIRE EXPERIENCED BRAND DESIGNERS TO DESIGN PACKAGING. if you hire an ad agency (like arnell) who can "do everything" this is the result.

would you go to a dentist who can "do everything" to get your appendix removed? would you hire a carpenter who can "do everything" to fix a leaky pipe? this is as much pepsi co.s fault for hiring a "do everything" agency to redesign their packaging as it is arnell's fault for attempting it.

please leave brand design to the experts and you will get expert results. designs that are relevant to the consumer and to the market with appropriate 'timeless' qulaity. leave brand design to advertising agencies and you are left with designs that are executed in isolation with no regard for equity and the shelf-life of an ad campaign.

On Oct.27.2008 at 01:04 PM

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second dan’s comment is:

these two posts were made by different dans. :)

On Oct.27.2008 at 01:05 PM

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publix’s comment is:

On Oct.27.2008 at 01:11 PM

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mingshi’s comment is:

Please, can someone tell us the whole Pepsi rebranding is a HOAX??

On Oct.27.2008 at 01:28 PM

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DreadedRafifi’s comment is:

Target and Publix have already done this. Is Pepsi battling against the generic brands?!

On Oct.27.2008 at 01:58 PM

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damon’s comment is:

I want to swear, but I told armin I wouldn't do that anymore.

there is nothing to talk about here. Showing orange juice in a glass is just so plain. I liked the way they addressed that previously by putting the straw into the orange, it said something, you knew what you were getting without litterally showing a glass of orange juice.

if anything, they should have gone the other direction, and showed more lush jungle fruit scenes. The tread title says it all, tropicana with out the tropic.

boo + hiss

On Oct.27.2008 at 02:02 PM

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Emily Charette’s comment is:

sigh. I can't look. (peeking through fingers with trepidation).

the symbol of the orange with the straw was SO appealing and classic, why why why would they throw all that equity away ??? someone is doing Pepsi a TERRIBLY irresponsible disservice to just toss all their gorgeous and classic brand character, it just makes me ill! !

On Oct.27.2008 at 02:17 PM

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john.q’s comment is:

"The Sterling Brands packaging, actually surprised it was anyone that big. All that faux country crap. Trying to make it feel part of some presumed nostalgic past -- blah."

Tropicana in fact DOES have a storied and rich history. Look it up... or just take a peak at the side panel.
Knowing that just make's this new design even poorer in my eyes.

On Oct.27.2008 at 02:27 PM

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Morgan Smail’s comment is:

both are nice... but the original (by Sterling Brands) is very nice - air tight design cohesion and a much stronger brand presence.

the half orange cap seems like a great idea in and of itself but feels forced and disjointed on that carton.

On Oct.27.2008 at 02:28 PM

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Todd Simmons’s comment is:

Oh Lord, No. Tropicana, like it or love it, was fine.
Next up... Screwing up Gatorade.

Pepsi is a goner... Body fat delivery system.

On Oct.27.2008 at 02:29 PM

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Morgan Smail’s comment is:

BTW, it's very hard to judge a solution without knowing or understanding the specific market strategy behind a revamp like this.

yes, the old carton is beautiful, but perhaps Tropicana needed to reposition this product to feel more PURE, fresh and/or organic in light of the market becoming increasingly health conscious and leery of corporate influence on "natural products". In which case, I would say this new stripped-down design serves as a great solution/improvement.

On Oct.27.2008 at 02:40 PM

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Morgan Smail’s comment is:

Infact, maybe blogs like this would be more productive if our assessments were better informed in regards to the context and strategy behind these projects.

it can be very tempting to give our visual opinion of a design based on how it looks on this web-page but all that ultimately does is reinforce and confirm the stereotype of design being a superficial profession. Graphic Design and Branding in particular deserves far more analytical depth.

On Oct.27.2008 at 02:54 PM

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matt’s comment is:

very minimal and boring. what's going to happen when they sell grapefruit juice/pineapple juice, you won't be able to reverse the type out of those colors...

At least the straw in the orange before showed how pure and real the juice was...

On Oct.27.2008 at 03:00 PM

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Ryan Bies’s comment is:

They even got rid of the 'NEVER FROM CONCENTRATE' byline, which was the tipping point for me choosing them over Florida's Own on a consistent basis. I really liked the old style.

On Oct.27.2008 at 03:07 PM

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Jamie’s comment is:

While I'm not a huge fan of these designs, I do feel they are an improvement -- and definitely much better than the Pepsi redesign.

I haven't drank OJ in years, but looking at these cartons this morning has had me craving a nice tall glass of orange juice allllll day!! So I do think the cartons are least successful in that aspect. =o)

On Oct.27.2008 at 03:15 PM

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steve’s comment is:

and this is why Pepsi has been and always be #2.

At a time when Coke is delivering stylish and effective branding and pack design, Pepsi is utterly floundering.

On Oct.27.2008 at 03:28 PM

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Ronlewhorn’s comment is:

I agree with many people who believe that this is all a hoax. Something is very very wrong here and we're all being roped into it!

On Oct.27.2008 at 03:33 PM

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Darrel’s comment is:

I was going to comment on giving them SOME credit for the '100% Orange' graphic as that would be a great selling point. But then I realized it actually feels more suspicious.

100% ORANGE...what?...

...artificial flavors?

On Oct.27.2008 at 03:40 PM

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Anonymous’s comment is:

While I truly appreciate the minimalist effort, I have to ask everyone here which looks more enticing, the straw-poked orange, or the glass of less-than-orange-more-yellow juice?

On Oct.27.2008 at 03:54 PM

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StoreBrand’s comment is:

On Oct.27.2008 at 04:19 PM

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StoreBrand again’s comment is:

On Oct.27.2008 at 04:38 PM

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Jared’s comment is:

This packaging looks so cheap that I could not trust it to taste any good.

On Oct.27.2008 at 05:02 PM

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rjp’s comment is:

The underlining business objective here is to increase market share.

I think it would be amazing to see Pepsi launch this proposed Arnell Tropicana design in the market. To then see the consumer and design community react to it as nothing more than a terrible Publix store brand knock off. Imagine the market share Arnell and Pepsi will then have in their respective industries.

I think the latest image posted is genius in illustrating how generic this proposed design is, one thing missing though! it should also read 100% Generic not 100% Orange.

On Oct.27.2008 at 05:25 PM

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darrel’s comment is:

rjp might be on to something. With the supposed planetary economic collapse on its way, maybe the entire strategy *is* to appear to be the cheaper generic store brand. It looks cheaper, I'll grab that to save a few bucks on my grocery bill. It may not actually cost less, but the looks got us to put it in the cart.


On Oct.27.2008 at 06:18 PM

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Artboredom’s comment is:

Hey at least the first letter of Tropicana is still capitalized. If I see one more major brand redesigned using lower-case letters I'll puke.

On Oct.27.2008 at 06:36 PM

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Mark’s comment is:

I can see what you mean they're copying

Once I first saw the design, I though of Simply Orange.

On Oct.27.2008 at 09:08 PM

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Dale’s comment is:

Peter Arnell is fucking up every good branding designers reputation. He's a farse!!!!!

Does his design staff know how to think? Seriously. I'm pissed that he had the opportunity to redesign this brand.

Retire Peter, you suck.

On Oct.27.2008 at 10:42 PM

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Josh’s comment is:

Now i'm not an analyst, marketing guru or otherwise. I saw something in the previous Pepsi post about sales being down. Obviously, my first thought if I owned Pepsi is that people must not like us cause our clothes look old.

Nevermind the fact that despite being a devoted fan of pop, soda, what have you, they never thought for one second that sales could be down because

a) Recession(cost saving time for families, water is free basically)

b) Your product is not good for our teeth, bodies and health in general and that people could just not be into killing themselves slowly

c) It's a Coke time of year?(just made that up)

Not that this is a leap, but hey Pepsi people, if you go through with his, I guarantee your sales dip more than the 2 to 4 percent that enacted this overzealous worry into branding horror.

Happy Halloween everyone!

On Oct.28.2008 at 12:59 AM

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Amanda’s comment is:

Haha ouch! You guys are ruthless. It's great to see such uh, shall I say "lively" conversation going.
Personally, I'm all for the change. But there's too little history, any sense of familiarity, or anything special about this.

I wouldn't say I'm a fan of the old style, but I don't hate it and definitely prefer it over the new redesign. And that juice? TOTALLY looks like it's from concentrate. Like, such as. :p

On Oct.28.2008 at 02:30 AM

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Matthew’s comment is:

Wow... is that really what Tropicana looks like in the States? The whole straw-poked orange thing looks awful.

This is the UK look ...

On Oct.28.2008 at 09:50 AM

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rjp’s comment is:

addressing 'Dale's' last post:-
Peter Arnell's design staff consists of him! so I am lead to believe.

On Oct.28.2008 at 11:42 AM

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Peter V Cook’s comment is:

It may look like a store brand, but at least a good store brand, and Publix or Meijer Organic.

On Oct.28.2008 at 12:04 PM

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Jeff A.’s comment is:

Horrible step backwards. I'm hoping this is someone's idea of a joke, though I'm not laughing.

Pepsi needs to take a cue from Nancy and "Just Say No!"

On Oct.28.2008 at 12:24 PM

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Jonny’s comment is:

I like it a lot. Very mod...It won't jump out from the shelf, but I want to go drink some orange juice now.

On Oct.28.2008 at 02:31 PM

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Mark’s comment is:

here's the UK look...

On Oct.28.2008 at 07:30 PM

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M Beard’s comment is:

The UK design looks great. Pepsico has totally lost me on all of the redesign. Chances are I'll still drink Diet Mt. Dew (not Diet Mtn Dew), but the packaging on all of these either falls into generic store brand looks or fly-by-night here-and-gone beverage companies.

On Oct.28.2008 at 09:15 PM

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Dan Becker’s comment is:

Unbelievable. Does anyone else think of Tang when they see this?

On Oct.29.2008 at 02:03 AM

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Melissa Klotz’s comment is:

Are you kidding me? Several Waitrose, Marks and Spencer, Tesco, and Superdrug products have been designed by the best studios in the world.

American food packaging disgusts me. Slap a ribbon with the brand name or food type on the front of the box, add a photo of the product with a crowded, blurred background and there you have it. "Great" American Design with a great American philosophy: the more there is, the better.

On Oct.29.2008 at 02:05 AM

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Jon blackwell’s comment is:

Wow pepsi screws everything up... I mean seriously guys, stick to your own freaking product.

On Oct.29.2008 at 09:06 AM

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EnergonCube’s comment is:

From a design perspective, I could live with this for a short while. From a branding perspective, it's terrible. Pepsi threw out Tropicana's best brand identity asset -- the straw stuck into an orange. It was original, fun, and THEY OWNED IT. It couldn't be copied. The result was immediate, recognizable shelf-presence.

Pepsi is obviously on the simplification train -- maybe trying to outsimplify Coca-Cola in every way. "Ha! I'm simpler than you!" cries Pepsi. Unfortunately, I fear they may be blinded by trendiness. This packaging will garner a boost in short term sales. The long term impact, however, will prove to be a failure. Middle America is the target audience here. And sales show that over simplified food packaging loses it's luster quickly and has a strong tendency to be equated with generic store brands -- or worse... a boring product.

On Oct.29.2008 at 09:40 AM

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Ryan Kuhn’s comment is:

Reminds me of a bad imitation of the Publix brand orange juice.

I think it's all terrible, the three new pepsi logos are a disgrace, and it all keeps getting worse with every bit of new information we get.

On Oct.29.2008 at 10:47 AM

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Ryan’s comment is:

Sorry I didn't read all of the comments so I didn't realize people already mentioned the similarity to Publix brand.

On Oct.29.2008 at 10:49 AM

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David Nix’s comment is:

I don't have such a violent reaction to it as some of the other posters, but I do find the focus to be on the 100% rather than the brand. I wouldn't really know what brand I was looking at from far away.

Also, from the few times I have looked for orange juice, I find it very difficult to easily find the pulp, some pulp, or no pulp kind. I don't think this packaging helps with just 1 inch of color along the top with some text solves that problem. They could have partially solved it with the dominant picture of the glass of juice.

On Oct.29.2008 at 06:48 PM

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Melissa’s comment is:

To all of you designers, open your eyes and think outside of the box.. or in this case, the glass.

Flawless execution? Absolutely not. But! Clever.

Now I'll admit, at first glance I thought the redesign was eyecatching, but at the same time rather bland. The brightness of the package is without a doubt what grabs you, nothing more. The type and placement is horrible. "100% Orange" should not overpower the logo. It's bad enough "Tropicana" is placed vertically along the side of the package, but to introduce a new design and not have the brand be as visible as what it should be, was a poor decision.

With all of that said, are you guys blind? Am I the only one that sees it?

To Swifty and Damon who stated:

"First of all, the glass of orange juice on the cover doesn't initially read as a glass of orange juice."

"Showing orange juice in a glass is just so plain."

..and to everyone else, look again! Look closer.

Let's comment on that glass of orange juice, on its own it's smart. Looks tasty doesn't it? Enough to buy a carton, maybe? I can see it provoking consumers' thirst, which in turn means more sales.

Now look again. Yes, that orange cap isn't very practical - It's not, I can picture seniors struggling. But at a design standpoint, it's brilliant (aside from the fact that when you twist it off, it acts as though half an orange is being squeezed into the carton).

I see a sun (the orange cap). A beach, with waves rolling just below the cap. And a shore along the base of the "glass". I think refreshing. A tropical getaway.

It's clever, and it works. Had the print and logo been utilized and placed better, it'd be more effective.

Most consumers won't translate the design the way I see it (you guys didn't afterall) but at a design standpoint, it's not as "generic" as it might appear.

On Oct.30.2008 at 06:50 AM

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richard winchell’s comment is:

Well, we can all look forward to another redesign next spring. I'll be sending PepsiCo a proposal next week, since I couldn't do any worse than this.

On Oct.30.2008 at 12:58 PM

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BrandlandUSA’s comment is:

It's all entirely too slick. And Publix does a great job at their store brands, so why go in their direction? What is missing the most is Tropic-Ana, that orange-carrying mascot of orange juice. After reading your post, it inspired me to try to dredge up a drawing of her from 20 years ago and post it. She also used to appear on all the railroad freight cars that go back and forth from Florida to the Northeast.

Where's Tropic-Ana

On Oct.30.2008 at 02:40 PM

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DH.’s comment is:

Aw, sad... My friend Eva was the designer at Sterling who did the previous containers. I liked seeing them at the stores! Now they just look poopy.

On Oct.30.2008 at 06:11 PM

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Keia’s comment is:

This is so fuct on so many levels.

no logo
word "tropicana" appears in green and in knock-out white for no reason and is not any kind of ownable symbol for the brand.

this was one of the great brands and it stands for a truly superior product. i'm gonna be sick.

On Oct.30.2008 at 07:21 PM

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Baboo’s comment is:

More reasons to stay away from Pepsi co. WORST designs EVER!

+ Insert Image:

On Oct.31.2008 at 02:43 AM

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katia’s comment is:

Hate it!

+ Insert Image:

On Oct.31.2008 at 02:49 AM

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richard’s comment is:

A prime case of no adults in the room on the marketing side. They just pissed away all that hard earned equity developed over the years.

On Nov.12.2008 at 05:51 PM

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Yael’s comment is:

OK, Armin - how did you get those mock up renderings? Who's to say these aren't going to change significantly (or even slightly, but in important ways) between this rendering and final product in PR releases?

That being said, I agree with the naysayers - the packaging is not emotive in the right ways. It's too far a deviation from long-standing brand equity that Tropicana has. Everyone knows the best orange juice is Tropicana. If you suddenly can't recognize it for what it is, than no amount of beautiful 'strategic' redesigns will benefit the brand.

Redesigns that are this abrupt in cutting off ties with past brand equity are a sign that the brand is terminally ill and needs life support. Drastic measures are signs of drastic problems. This just makes Tropicana look like it's trying too hard and thus there must be an intrinsic problem with the product itself.

On Nov.13.2008 at 08:24 PM

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Armin’s comment is:

> OK, Armin - how did you get those mock up renderings? Who's to say these aren't going to change significantly (or even slightly, but in important ways) between this rendering and final product in PR releases?

Yael, a magician doesn't reveal his secrets.

Let's also say that I've seen a photo of the prototypes, not too different from the pictures we've seen of the real pepsi cans. So I'm pretty sure this is as close as it gets.

On Nov.14.2008 at 08:45 AM

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Dave’s comment is:

This is so awful, it's worse than the comps in this blog.
The branding gets totally lost amongst the sea of Century Gothic

On Dec.05.2008 at 03:46 PM

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max harvey’s comment is:

pulp free, a lil pulp, quite a pulp, couple of pulp, some pulp, high pulp, pulp solid,

lovely terminology

On Dec.07.2008 at 06:43 PM

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Mark’s comment is:


the actual one is far worse than the concept!

On Dec.08.2008 at 08:15 AM

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joey’s comment is:

Looks like a urine sample. Nice going pepsi.

On Dec.08.2008 at 12:19 PM

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Chad’s comment is:

I bought the wrong sub-line of OJ, because of this packaging change. The last packaging was so good...this one sucks. Why would I pay a premium for a product that looks worse than the private label on shelf?
Doing away with the Orange with the red & white straw logo is like...
Nike doing away with the swish
McDonald's losing the golden arches
Gatorade doing away with the lightning bolt (wait, Pepsi will probably do that too!)

It a very recognizable image that smaller companies/brands would kill to have. And tropicana decides it doesn't need it?? Good example of the egos of the designers (Peter Arnell) thinking they're bigger/better than the brand logo.

Simply Orange is loving this!

Rossi is rolling over in his grave.

On Dec.21.2008 at 12:30 PM

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Bluzulu’s comment is:

Looks like the 70's or something! I was so pissed about this Tropicana packaging I actually emailed the company and gave them a piece of my mind. It is soooooooooooooooo UGLY and BORING looking. I don't want that ugly carton in my refrigerator.

On Dec.24.2008 at 09:16 AM

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John Bauer’s comment is:

Here's a scan of the new package on shelf today (12.08) WHAT WERE THEY THINKING???

On Dec.24.2008 at 03:55 PM

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Anonymous’s comment is:

I am a packaging designer and this design is complete no frills looking crap. Pepsi and your design firm need to buy themselves a clue. COME ON! How can you not see that it looks cheap not cool and retro. Try again!

On Dec.30.2008 at 04:23 PM

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Val’s comment is:

I thought this was fake until i saw the photos. *cry* Unbelievable. If i couldn't read i wouldn't know what kind of drink that was. Please Pepsi, show me that there is at least ONE real orange along the way to producing that orange substance on your box.

On Dec.30.2008 at 06:54 PM

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Mark’s comment is:

What is it with Pepsi using vertical text in their logos?

First Pepsi, then Sierra Mist, now Tropicana. Um Pepsi there's really no requirement to have text reading up and down to have a good logo design!!! Plus I don't feel tipping my head 90 degrees just to read the brand name. sheesh.

On Dec.30.2008 at 08:22 PM

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Justin’s comment is:

I read through all these posts and didn't see anything about the grocery worker side of it. I work in the grocery dept. at Target and am annoyed and frustrated with the new design. The ONLY difference between all the varieties is that tiny strip of color on the top. It's incredibly difficult to stock quickly and to keep organized.

On Dec.30.2008 at 10:20 PM

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Bina K’s comment is:

I actually like it. I'm kinda sick of all the American brands trying to "over-brand" everything. I don't like how the logo is vertical like that though, but I think overall design has fresh feeling which is appropriate for the product.

On Dec.31.2008 at 10:59 AM

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izzy’s comment is:

I applaud PepsiCo's decision to be revolutionary -- let's admit that such a risky move is one that, those of us in the industry of brand design, wish more of our clients would be willing to entertain. It is easy to see that this was an attempt at simplifying (easier to shop for) and making this package more relevant by focusing on the RTB (reason to believe - which is the product itself: a refreshing glass of OJ).

THAT SAID... The result is, very simply stated, BAD. It demonstrates that there is a difference between concept and execution. Yes, their Ad Agency may have presented a relatively good concept -- but it has yet to be executed in an acceptable manner. Most marketers tend to see design (especially design that relies on simple use of typography and photography) as something that "anyone can do." The reality is: there is a reason why design professionals, design processes, long timelines, and hefty price tags exist. You cannot expect "great design" if you are not relying on the right resources for the job; and when you have the right resources, you need to rely more on them and NOT solely on your own (or consumers') judgment because, let's face it: you are NOT experienced design professionals.

IF ANYTHING bothers me the most on this pathetic new design is why would they ever decide to update their (very much ownable) color scheme to yellow and bright green??? Folks, this is supposed to be "orange" juice... Duh!

The bottom line is if and how this affects their sales volume. It'll probably be difficult to evaluate, as I'm sure there's something currently in the works to quickly replace this hideous mistake. As is typical in most corporations, whoever came up with the "bright" idea has moved on to bigger and better things, leaving their mess behind for a new team to clean up (THANK YOU, whoever you are, as this means job security for someone else out there in the design field!).

On Dec.31.2008 at 04:21 PM

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J’s comment is:

Brian said "I actually like it. I'm kinda sick of all the American brands trying to "over-brand" everything."

WHAT DO YOU THINK THIS *IS*??? It's "overbranding" or, rather--over-imprinting"--our bekloved brands with that CRAP Web 2-0 "design"!!! it's COMPLETE overbranding and every Pepsi product is going through it.

This is so sad and pathetic that I think I'll be sticking to the Simply brand now. If Pepsi thinks that it can change its awesome, classic designs to something more "slick" and "simple" in order to compete with Simply, then they need to fire their entire marketing staff. It's not just Simply's pretty lettering and down-to-earth pictures of the actual fruit in their juice, but it's the juice itself. Simply Orange Grovestand is miles above Tropicana Grovestand. SO's is naturally sweet O.J. you can chew (mmm, yummy!)...Tropicana's is less flavorful and has less pulp (it tastes like water in comparison to Simply's).

I think that Pepsi is probably upset that it's losing business to Simply. Every time I go to the supermarket the Simply's been flying off the shelves and the overpriced Tropicana is just sitting there. A genius doesn't have to figure out why. Heck, I'd even buy the $5.99 Simply Orange Grovestand over Tropicana on sale. That's how good Simply is, and I love Simply's design, too (the carafe-shaped bottle reminds me of those old-time family diners with the freshly squeezed O.J. in the carafes).

On Jan.01.2009 at 07:22 AM

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Mario Sanchez Carrion’s comment is:

This packaging change is a disaster. They have replaced a perfectly good package, with the brand name clearly written at the top, and the brilliant orange with a straw logo with a bland, store-brand look. This move will cost them sales and brand equity.

On Jan.04.2009 at 12:19 PM

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Christy’s comment is:

When I went to the grocery store to buy my usual Tropicana OJ, I thought they were out of it because I didn't recognize the new packaging. I stood there for a minute looking straight at the new juice cartons thinking they were a knock-off discount brand. Even when I finally saw "Tropicana" on the carton, I still didn't believe it was the real-deal. I loved the old design/logo and even I'm surprised at how this has affected my brand-loyalty. I feel like I'm drinking 'cheap' juice now. Strange.

On Jan.04.2009 at 12:30 PM

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Eli’s comment is:

When I walk through, I can automatically tell what products are made by what company simply by looking at it without reading the words. I could see a Tropicana OJ carton from a mile away, but with this, i could barely tell it was Tropicana even up close. Terrible marketing.

On Jan.06.2009 at 06:16 PM

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Eli’s comment is:


When I walk through a grocery store.......

On Jan.06.2009 at 06:17 PM

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Kirk’s comment is:

it's the choice of a new generation

On Jan.06.2009 at 06:33 PM

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Wendy’s comment is:

As a consumer who also has an appreciation for great design I think the new cartons are a disaster on both fronts. It is impossible to distinguish one variety from another in the store, and the design has somehow managed to eliminate the "Tropicana" brand name altogether. Even the Publix brand design is much better than this one--at least you can tell at a glance which product you are purchasing.

On Jan.07.2009 at 09:19 AM

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Anon’s comment is:

The new packaging came because a new president was hired for Tropicana. Every time a new one comes in they always want to "leave their mark" and redo the Pure Premium line. Tropicana's take on their packaging states that they want to be the best value for the money. The company that did the design is the Arnell Group.

I agree fully that it is going to be impossible to distinguish each type of OJ when on shelf. They are currently working on ways to help the consumer differentiate each flavor by adding shelf strips, danglers and shelf talkers...

On Jan.07.2009 at 09:39 AM

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Daren Guillory’s comment is:

I'm really disappointed.

It's another missed opportunity to engage consumers and communicate an idea or concept.

I was just explaining to my five year old that the fact that they have a straw coming out of the orange communicates an idea. One that he understood perfectly.

In his words, "It's like drinking straight from the orange...that's pretty cool."

I realize "tapping" the orange isn't the biggest of ideas, it's straight forward and simple, really, but still, it's better than the new package.

On Jan.07.2009 at 10:03 AM

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Thomas’s comment is:

Personally, I think the new carton design makes them look kind of like generic cough syrup.

which means that I would probably pass them by for something that looked refreshing.

On Jan.07.2009 at 02:14 PM

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JGoodface’s comment is:

I can't stand when people get bored and start changing things that are perfectly fine! Pepsi should follow the footsteps of Coca Cola. Generations of people have become personally attached to the Coca Cola logo and will forever patronize the product. When you start changing logos, you disorient people like myself. People look for the logo when buying things and equate it with quality. I had a hard time looking for my Tropicana Orange Juice this morning and had second thoughts on buying it. My advice to Pepsi is to scrap the new logo, and get back to the old one. You'll make everyone happy!!

The new logo no longer stands out and people can easily miss it and buy another product. Don't these people at Pepsi think???? Don't mess with a good thing!!!

On Jan.08.2009 at 09:25 AM

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Bryan Sire’s comment is:

well i dont know about you guys, but i like tropicana juice, and when i went to buy their product at the store i used to look for their orange with the straw icon.... its much easier than reading the names :) cause im retarded....

anyways, now its gonna be harder to find the juice, thus i will not buy thats crap, thus pepsi loses money, thus they cut back on new products, thus i cannot make fun of the new products when they come out, thus i have no jokes, thus i am not funny, thus i cant get as many girls (two total), thus i am unhappy

new logo=me unhappy

On Jan.09.2009 at 05:25 AM

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Ian Osmond’s comment is:

Now that the juice is in stores . . . I'm seeing large stacks of the new cartons lying around, while other brands, which weren't selling that well a couple weeks ago, are selling out first.

Now, I'm just speaking as a consumer here, who goes grocery shopping, and looks at the shelves. So the numbers may be different from what it appears like.

But what it appears like is that people aren't recognizing the new cartons as the orange juice they want. Whatever one may say from a theoretical design point of view, right now, it looks like it's hurting sales.

I think that has to count as a failure.

On Jan.09.2009 at 10:51 AM

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Grocery Shopper’s comment is:

I couldn't even find it when it first came out and I was looking to buy it. It gets confused with my local store brand and looks too clinical. Bottom line: it makes me want to buy more Florida Natural.

On Jan.09.2009 at 11:58 AM

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Angela’s comment is:

I kind of like how the new cartons look by itself and don't understand all the rage, but they're pretty much pissing away all the brand recognition they had... they should have just started using the UK design in the States. Why are they two different designs anyway?

On Jan.11.2009 at 09:21 PM

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Maureen’s comment is:

Echoing Christy's comments, I also thought the the market was out of Tropicana OJ when i went looking for it. Pepsi's so confident in this redesign that they didn't run promos on TV touting the change? I was sure this carton was store brand until I practically turned it on its side to see the "Tropicana".

More to the story, though: Either the Tropicana workers at the processing plant mixed up the cartons for the "High Pulp" with the "Some Pulp" run, or Pepsi's screwed around with the mixture (and I wouldn't be the least bit surprised if they did), because my "Some Pulp" juice this morning was disgustingly thick. Ugh. I have a feeling that consumers like me aren't the only ones confused.

On Jan.12.2009 at 12:55 PM

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melissa’s comment is:

Who drinks orange juice out of a champagne glass, anyway? Is 'mimosa' a new flavor?

On Jan.13.2009 at 05:08 PM

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Carding’s comment is:

OK, can we finally trash the new carton and get back with the old!!! I bought another brand because I couldn't find my Tropicana!! I realized this after the fact and I share the same feelings as 99% of these folks. Pepsi will hopefully take note of the disgruntled customers.

On Jan.13.2009 at 05:38 PM

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Mark’s comment is:


I finally did...

Tropicana and Pepsi's redesigns were all inspired by the old designs by...


the similarity is uncanny! NO WONDER they look store bought because they were based on store bought designs!!!!!

Why didn't I realize this earlier!!!! it was right in front of me all along!

AMAZING isn't it?

On Jan.13.2009 at 06:21 PM

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Hutch’s comment is:

I dig this design. Simple, retro. Makes me think of breakfast in the morning before school. I like it a lot better than the fake country style look.

On Jan.14.2009 at 11:14 AM

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Phunktified’s comment is:

I agree with BrandlandUSA’s comment - Bring back Tropic-Ana! Custom logo and tropical font evoked the exotic flavor much better than stock photography!

It was tough even finding an image of her:

As a fan of retro-marketing, I also think Pepsi would be better off going back to their 1898 logo...

On Jan.14.2009 at 11:57 AM

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Linda’s comment is:

This new design is awful! They all look alike & if you're in a hurry - or need reading glasses - you won't get what you want. Also - they've changed the juice itself. Tropicana had no real competition - why did they destroy their product? For the first time in my life, I'm going to start trying other brands.

On Jan.21.2009 at 11:40 PM

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kim’s comment is:

I hate it. I can't find it quickly at the super market. I can't even find it in my frig since it looks like the generic organic milk I buy. When I drink it. It tastes generic. Did they do any focus group test on this. It seem over 90% of the people on this board hates it.

On Jan.23.2009 at 02:18 PM

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Tom Comber’s comment is:

I'm all for clean design, but this doesn't work for me. Simply Orange has a fairly clean design, but it's charmingly clean. This just looks cheap and generic, not a leading brand. I always liked the straw in the orange bit, too. I'll miss that.

On Jan.28.2009 at 03:24 PM

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tom’s comment is:

This is so funny. I am not a designer or an expert in this at all. I just wanted to find a website where I could complain about the new packaging! I'm a very loyal Tropicana OJ drinker and always buy the same version -- the antioxidant one with the distinctive purple top. Now I can't even tell what's grapefruit juice vs. orange juice, let alone what my favorite version is. I have to stand in front of the wall of OJs and read each one to try and find the one I like. Beyond frustrating. It may look pretty, but it's not practical at all. (However, unlike the rest of you, I like the new little orange twist-off cap -- cute!)

On Jan.29.2009 at 05:43 PM

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ID Student’s comment is:

Please don't insult us Design Students because I can design something a million times better looking than that in my sleep. This is more like a highschooler's art project.

On Jan.31.2009 at 11:50 PM

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Aaron Belafonte’s comment is:

These just started showing up in stores here in Texas. The old ones are actually still on the shelves, so I have a little more time before I have to boycott this brand!

On Feb.02.2009 at 12:08 AM

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Blaine Berrien’s comment is:

I was at the store last week, and my wife asked me to pick up some OJ, I looked up and down for it and I was about to just not get any or try some other brand, What are they thinking? Someone should get ripped a new one for this BAD move. Why, why would you change the package to this? BrandX look at best. Tropicana should switch it back quick.

On Feb.02.2009 at 03:52 AM

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Erik’s comment is:

God, I despise this packaging. I've looked at these cartons obsessively since they rolled them out. It took me forever to figure out that the orange blob was a glass of OJ. I didn't even notice the cap... just discovered it was redone by reading these comments. They failed miserably.

The print job also appears to have been done poorly. The contrast and color saturation are way off... the text just disappears into the grainy orange juice image. Terrible.

I agree completely with the comment that drinking this would make me feel cheap.

On Feb.05.2009 at 10:15 PM

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Jim’s comment is:

I love it. Here's my take:

On Feb.07.2009 at 06:13 PM

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Alejandro Sacasa’s comment is:

Dibs to Phunktified's posting. Growing up in Florida in the 80's I think that Pepsi is missing out on an opportunity here for 'retro-marketing.'

Ever since this new branding was done, I've actually stopped buying Tropicana. It makes me almost cry every time I see that Parmalat-wannabee carton. I wonder how Tropicana's sales are doing...

On Feb.08.2009 at 02:02 PM

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Jennifer’s comment is:

I'm a bit late to this conversation, but feel compelled to add my two bits. I'm a huge fan of Tropicana and it will take a lot for me to switch to a comparably-priced alternative. The new packaging just arrived in my neighborhood and I did a double, no, triple take. I initially thought my premium brand had been replaced with the store's lower-priced generic. I think I stomped my foot on the floor. I then realized (whew!) that it was just a facelift.

I'm all for a redesign, and there are a few details I like with the new -- it looks refreshing, conceptually the cap is a fun twist, and the appearance of less inks "may" support sustainability.

In my opinion, however, the redesign communicates value vs. quality and my impression is they've downgraded the contents. Now I'm going to have to do a blind taste test to prove it!

But my foot is already out the door, and twenty-plus years of brand loyalty and a small sliver of market share along with it.

On Feb.10.2009 at 12:10 AM

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Tim Oliver’s comment is:

Tropicana's carton design is competing with generics, pure and simple. The straw in the orange, however, was not part of the brand, but a powerful visual that worked well for a long time. Powerful visuals that aren't part of the logo fade over time.

On Feb.11.2009 at 11:29 AM

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LormmuriBlula’s comment is:

As rolls swell in the recession, workers find firms are contesting claims by alleging wrongdoing or quitting in a bid to not pay benefits.

On Feb.12.2009 at 12:16 PM

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JOANNA ORSINI’s comment is:


On Feb.13.2009 at 02:25 AM

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Todd Simmons’s comment is:

Absolutely putrid.

The Tropicana work is the worst, by far so far, from
the systematic overhaul of all things Pepsico we're witnessing.


On Feb.13.2009 at 10:17 AM

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Tropics’s comment is:

PepsiCo heard the Tropicana Graphic complaints from our consumers and the old packaging will be returning very soon.

On Feb.14.2009 at 12:53 PM

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Angela’s comment is:

now i'm just amused at how angry people get over orange juice

On Feb.16.2009 at 01:56 PM

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mike’s comment is:

The new packaging looks like a generic brand plain and simple. (which for some strange reason makes me less likely to buy it) Before I knew of the change I stood in front of the orange juice section for 3-4 minutes looking for any Tropicana juice only to realize it was the generic looking juice carton three feet in front of my face. (thought it was the store brand)

On Feb.20.2009 at 06:16 AM

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Jason’s comment is:

PepsiCo has since decided to scrap this new packaging and return to the previous Tropicana design, citing consumer complaints which echo most of the comments above.

On Feb.23.2009 at 12:22 AM

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teebird150’s comment is:

uh - isnt america at war? this is why people hate you - working about stupid shit like this.

On Feb.23.2009 at 02:45 PM

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Meredith’s comment is:

I have one of these in my fridge. The cap is not orange shaped.

On Feb.23.2009 at 03:01 PM

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Meredith’s comment is:

I guess I can save my carton and sell it on ebay

On Feb.23.2009 at 03:16 PM

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the juggler’s comment is:

A giant glass of OJ?! COOOOOLLL!! Perhaps it's a grand allusion to the myth of a bad acid trip - when the tripper thinks he's a glass of OJ and thinks he'll spill over in the mental institution he's been committed to since glass of orange juices can't really function in society. Just as this won't work on the shelves. Ain't no coinky dink.
Sterling Brands is 3rd rate brand design at best. Refer to their Tropicana Pure pseudo-Van Gogh motif. High school, banal, contrived graphics are all adjectives to describe the work they do. Their website is testament to the b.s. marketing speak agencies like Sterling serve to their prospective clients to waste marketing dollars. It's a total sham how they rob these giant companies and retrofit lame rationale to justify a brand refresh which they actually re-spoil. Soooo very lame indeed.

On Feb.24.2009 at 05:04 PM

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C’s comment is:

Yes, Armin, we're all sure you can do it soooo much better. Everyone's a critic, after all.

On Feb.25.2009 at 08:36 AM

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Armin’s comment is:

Of course I can. And not just "soooo" much better but "sooooooooooooooo" much better.

On Feb.25.2009 at 08:56 AM

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lyndi’s comment is:

wow the comments! at first glance i do see a nice refresh of packaging, simple, clean and to the point. but also a laziness in making the type stand out. im having a problem with pepsi rebranding these companies and not taking into consideration the historically appeal of the original logos-are they not thinking of all the real estate built up in them? when you deviate so much into another design, you have lost the integrity of the brand. now im not saying do not rebrand i am just saying that making the transition from old to new a more seamless transition.

On Feb.27.2009 at 11:36 AM

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craig Cloutier’s comment is:

In my humble opinion, Tropicana is a generic, mass-produced product, much like it's parent company. Assuming that, this new branding effort almost seems like a rare example of honesty in advertising. If Pepsi is doing this to compete more effectively with its store brand competitors during an economic period that makes store brands more attractive, then I think the end result will be positive for the industry as a whole. It will result in helping consumers properly categorize the products they buy. No, Tropicana is not some homegrown organic orange juice. In fact, it is probably not very different, in terms of quality, from the store brands.

I don't know much about PepsiCo, but I have been following Proctor & Gamble lately, and it turns out that many of their brand managers are scared to death of the store brands. They are realizing that consumers are becoming aware of the fact that the products are chemically identical. In the past, consumers were willing to pay a premium out of social fear. We wanted to avoid the possibility of guests catching us with store brands that would reveal our social inadequacy and exclude us from the Garden of Eden portrayed in the big-brand commercials.

Now, as the economy tumbles, we have actually gained a new sense of freedom. The freedom to accept the impossibility of attaining the commercial Garden of Eden. We have to accept whatever we can afford and that becomes a powerful justification for ditching the brand names. We can look our guests in the eye with dignity when they see our store brands because we are now all in on the same secret. On top of that, most consumers were already secretly aware that they were paying for added social acceptance, rather than for actual quality (with many things, perhaps not all). So as it becomes more socially acceptable to de-brand, there will be no other compelling reasons to miss the name brands.

So if Pepsi, for the sake of its own commercial viability, simply blends in with the generic, it will inadvertently be fostering a new sense of honesty within the industry. Pepsi is sugar water, Tropicana is orange juice. There is no pot of gold at the end of the brand identity rainbow.

So, while I wouldn't say the new branding is particularly attractive to me, I would say that it is appropriate.

On Mar.02.2009 at 04:52 PM

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Art’s comment is:

The straw-skewered orange is perfect -- it says it all. Why even screw with this?


On Mar.07.2009 at 12:28 PM

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Diff’s comment is:

One thing...

The old Tropicana was thoroughly "blech" in a very important way — differentiation from its competitors.

I was at the store today. Four national OJ brands. One had an orange, on a green background. Another had an orange, sliced in half, on a green background. Another orange, on a green background. The Tropicana brand leapt out as crisp and white among all the other dull sameness and "me-too" visual cliché of a dewy orange a dewy orange a dewy orange a dewy orange. Boring. Normal. Regular. Safe. Poo. At first glance, totally undifferentiated sludge — except the Tropicana.

On Mar.07.2009 at 08:25 PM

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Jeffery Keans’s comment is:

The Target brand X generic orange juice relies on a fussy script, a dash of green and a photo of...

...a dewy orange. So does Sams Club. And I agree with the differentiating thing, because here's a few of the national non-generic brand names. You could switch the logos on the cartons and hardly tell anything had taken place.

On Mar.07.2009 at 08:40 PM

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Golden’s comment is:

@ craig Cloutier’s comment...

You forgot one simple fact. If the consumer don't want to buy you are getting nothing out of your move.

On Mar.08.2009 at 10:11 AM

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craig cloutier’s comment is:


That's very true. I am not trying to say that this tactic will or should have worked. It is impossible to know for sure whether any of these brand strategies will work, especially when thrown into the market at a time of economic upheaval. I am just saying that I can see a few potentially valid reasons for experimenting with the new direction, regardless of whether or not I personally like it.

I also think that the string of comments about how the new design looks more "generic" raises interesting questions about what "generic" means. I think the corporate world would like to categorize "store brands" as "generic" while brand name products are "unique." But I wonder if people think about "generic" more in terms of things that are mainstream, thus lumping products by Coca-Cola and PepsiCo under the "generic" umbrella. I guess I'm just curious about what we, in our society, consider to be "generic" and what we consider to be "original," considering the incredible advertising pressure constantly trying to convince us that these big, mainstream brands somehow represent originality. While I'm sure this is 100% sound marketing strategy, I just wonder what effects it has on our perceptions.

On Mar.10.2009 at 11:02 AM

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Ari’s comment is:

I did not recognize the Tropicana cartons at first, and for the first time in ages, I considered trying another brand, and did since it was on sale.

This time around, the other brand was not on sale, and I bought the Tropicana.

The hemispherical cap did not close properly, and when I shook the carton, juice splattered all over the place. furthermore, I usually like to place the cap on my countertop upside down, but I was hesitant to do so this time for fear that it would roll off the counter, get dirty, and require me to clean it off.

I don't mind the new graphics, but they are certainly more generic than the original graphics, which, while dated and in need of a redesign, did not need a total rebranding, which is what seems to have occurred.

Very stupid idea, PepsiCo. Unfortunately, the new president, who may be a good one aside from his branding instincts, may suffer dire consequences as a result of this failed redesign.

On Mar.10.2009 at 04:38 PM

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Another Sheila’s comment is:

For the love of God, admit defeat already and return to the straw in the orange. Fire Arnell. Have a good cry. Move on. Forgiveness. Acceptance. Peace.

On Mar.10.2009 at 05:04 PM

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Santiago Rodriguez’s comment is:

Hey this is my first Post here, and i decided to post on this since the commenting manisfesto came out. Well i have no idea why but i still think this is Good and Bad. Yes i agree they completely re did the whole brand and left out the most important part and that is to appeal to public in terms of a Juice brand. on the other hand i believe that The typography was well executed and it has that sense of cleanliness to it. at first when i saw it i was like WOW this is great.. then after viewing all of your comments i realized that it was good but not that great, they left out the best reference to a Juice and that is the use of some sort of Fruit.

Thanks very much, and Cheers. Love this Webspace.

On Mar.10.2009 at 05:17 PM

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Phil’s comment is:

What is wrong with you people? why are americans so afraid of great, simplistic designs? why must every packaging that hit the shelves there be all cluttered in terms of design?

I think the new design was great. it was clean, easy on the eyes, attention grabbing , got the message across: 100% orange juice! not from concentrate! and definitely made my mouth water!!

On Mar.11.2009 at 08:56 PM

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Mark’s comment is:


Here's what I would do for for starters.

flip Tropicana to a horizontal position, make sure it's the most important thing in the design, so you see it IMMEDIATELY.

shrink 100% Orange so it's secondary in importance.

and for the third thing DUMP the orange in glass image...

that MIGHT remove the cheapness of the design by 50% but I'm not sure if much can be done to improve it.

What hurts this brand is the fact that it looks to much like a store brand.

I'm not sure if my suggestions would help.

On Mar.11.2009 at 10:35 PM

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Kanon’s comment is:

Who are they marketing to? Buffy the VW driving, cafe latte suckin', text messagin' paleskin that thinks breakfast should take up no more than five seconds of her morning? They nailed it.

That is an awful attempt at progress.

On Mar.13.2009 at 12:31 PM

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nat goldwasser’s comment is:

I have bought tropicana for a long time. It had less sugar, 10 grams, and came in a 64 oz carton. now the juice is in a brand new carton, 59 fl oz and costs more at the store. was able to buy the juice with calcium now can't find it. do I have to change to get what I want?

On Mar.15.2009 at 02:25 PM

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bernard muulikaa’s comment is:

I would like to sell your products

On Mar.18.2009 at 06:44 AM

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John’s comment is:

I would have to say I am mixed on the new package. Instead of 'generic', I would say 'simple', and more aesthetically pleasing. I think the PepsiCo rebrandings were probably brought on by over-exaggeration of the "back to basics" slogan brought on by the current economic problems. It sort of explains the switch back to a more 'simple' package design.

On Mar.22.2009 at 11:08 PM

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Sheepstealer’s comment is:

"The straw in the orange, however, was not part of the brand,..."

Everything a company does in public is a part of the brand.

On Mar.24.2009 at 08:19 PM

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Ralph’s comment is:

I hate the new packaging. It looks cheap and unappealing. I can hardly wait until the old package is back on the shelf. I will not buy any more Tropicana until the packaging is improved.

On Apr.17.2009 at 02:19 PM

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jimbo’s comment is:

you guys haven't got a f***ing clue - this is classy design, much better than the s**t they had before but i don't suppose there are actually any real designers here to comment...

On Jun.22.2009 at 07:00 PM

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Anonymous’s comment is:

please do not mock community colleges..........there is an amazing amount of talent there.........waiting to be about a challenge to all of the community colleges to come up with a better design and then the winner....could win a scholarship to a four year school with an internship at the pepsi marketing dept.

On Jul.02.2009 at 07:50 AM

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bridget nolan’s comment is:

please do not mock community colleges..........there is an amazing amount of talent there.........waiting to be about a challenge to all of the community colleges to come up with a better design and then the winner....could win a scholarship to a four year school with an internship at the pepsi marketing dept.

On Jul.02.2009 at 07:51 AM

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Anonymous’s comment is:

Who cares!?! I think everyone is caring a little too much about packaging. I for one never paid any attention to it and have only ever purchased Tropicana...not for it's packaging...for it's taste. As long as they don't change the taste, I don't care what they do with the packaging. I barely noticed the change.

On Jul.02.2009 at 08:03 AM

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jennamc71’s comment is:

I remember the day i went to buy some of my favorite orange juice (Tropicana), and I could not find it. I was so destrout, it ment i had to buy the storebrand that was closest to its flavor. Then however I finally saw it. I said to my self, what is this the same...oh I don't know about this...The price was still the same expensive price but the packaging looked cheaper than the storebrand that did have a similar taste. So what did I do, bought the storebrand that had better packaging & cheaper price and a very similar taste. I've been drinking it ever since. I just want to know want "smart dumb assess" thought of this packaging & who allowed it. This is not the works of just 1 person, which means like i said lots of Smart Dumb people... Really what were they on the day they said yah to that vote.............

On Jul.02.2009 at 09:20 AM

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Anonymous’s comment is:

Is that Tropicana!? WTH? It really looks like a generic brand that's why I didn't buy it. Oops! My Bad!

On Jul.02.2009 at 11:43 AM

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blueangelnumberfive’s comment is:

The Pepsi logo looks like the girl scouts logo. The Billboard ads for Pepsi do not make sense. Putting the Pepsi logo in random words that have the letter "o".
The Tropicana redesign does look generic. Motor Oil bottles actually look more appetizing! it does not look like a glass of juice at first glance. The older design was a whole lot better! The new look makes you think the product has changed. I have began to purchase minute maid and Simply Orange. It looks nothing like orange juice packaging!

On Jul.02.2009 at 11:49 AM

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JC’s comment is:

The Brits are fucking up all sense of design and creativity. Look at the new 'Syfy' channel. It's fuckin horrible and who designed it...? Proud Creative, friggin Brittish company. Let an American do that damn thing.

On Jul.02.2009 at 11:52 AM

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Jeff Brown’s comment is:

I am not an advertising student or expert in branding or logos, but as a consumer I really like the new design. I think it is very consistent with change, and the change we need to see in moving toward more honesty in packaging. It is orange juice that is being sold not necessarily Tropicana. As a consumer I just want the best tasting juice and I'm really not concerned with impressing others with how much I paid for the packaging or whether it is generic or not. In light of the radical change in how we view large manufacturers and producers of consumer goods these days maybe Tropicana realizes that consumers are tired of big brands and the behaviors (often predatory or negligent in exercising a duty of care to the consumer)they display towards consumers and employees. The new box makes me think of juice, not increasing Tropicana's profits which is a good thing, because it says to the consumer (me) "we (Tropicana) are more concerned about the juice inside the box than making a profit off the picture on the box." I agree with what Ryan said too, regarding how a lot of people in the industry feel like they could have done a better job of reinforcing the brand image. Again I want juice and if Tropicana's juice "looks" the best, then that's what I want. I like it...I'm feeling thirsty.

On Jul.02.2009 at 12:35 PM

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Anonymous’s comment is:

I think that the new Tropicana design is far to sterile with the perfectly aligned lettering and the glass looking abnormaly large evoking a kind of high tech inspection process,you know, the bottles passing under the huge magnfying glass on an assemblyline. The previous design is much more down home with the looser lettering and generally softer appearence.It's interesting that the colors are basically the same, maybe it's the candy stripped straw that makes us like it better I don't know, I do know that the world has grown quite impersonnel and people don't like that so it seems to follow that this new "sterile" look was doomed from the start.

On Jul.02.2009 at 12:59 PM

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Lloyd’s comment is:

This comment is on Jeff Brown's comment, It seems as though he is an intelligent guy and has thought about his comment thouroughly however, his best point is in his closing line " if Tropicana's juice looks the best" that's what it's all about! Packaging! people don't stop and think about corporate greed and image while deciding on which product they're going to buy, they are attracted to the packaging first, than the price, if Tropicana can get you to pick up the product and price it competitively, that's the trick! the rest will speak for itself, it's all about the packaging my friend, just look around you.

On Jul.02.2009 at 01:22 PM

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Tim F’s comment is:

The new design is extremely boring and looks cheap. This is an evidence that change does not always equate improvement. Whoever designed the new look should be fired

On Jul.02.2009 at 01:23 PM

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Lloyd’s comment is:

Here! Here! to Tim F, I have always maintained that change for change sake is a rediculous premise and surprisingly most of your corporate giants adhere to this standard religiously! Leave it alone guys, "if it ain't broke...don't fix it" there are plenty of other areas to increase your profits.

On Jul.02.2009 at 01:28 PM

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H’s comment is:

Who really cares. Get a life~ Their juice is still one of the best products on the market. Obviously, Trop. was attempting to streamline with a new look. Still tastes great, and is healthy for you too!

On Jul.02.2009 at 06:06 PM

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