The new Tropicana packaging is gone.

So its official, something I had learned last Friday from a well placed friend, but thought was too good to be true at the time.

The New York Times reported today that the new Tropicana packaging will be taken off the shelf, ASAP. Why you ask? In my view the answer is simple, a toxic combination of hubris by the design firm, cultural naivete by the marketers, and incompetence by the research agency. 

More on this tomorrow. I need a day to reflect.

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About Richard Shear

designer, husband, teacher, blogger, father, athlete, author, historian Richard has over 25 years of brand identity and package design experience, with a wide range of clients such as Ahold, Coca-Cola, Hasbro, IBM, Johnson & Johnson, Pernod Ricard and Procter & Gamble. He began his career working with the legendary advertising art director, and AIGA Medalist, George Lois and the British design manager Clive Chajet. In his next design management position at Lippincott & Margulies, he worked with Walter Margulies learning the complex skills of global corporate identity. He then became Creative Director and Partner at Peterson & Blyth, one of the premier brand identity and package design firms of the time. He is a founding faculty member of the Masters in Branding Program at New York’s School of Visual Arts. He publishes the blog The Package Unseen, and has been a guest lecturer at colleges including FIT, Trinity College and Tyler School of Art. He is a graduate of the Tyler School of Art at Temple University. Richard is a Board member of the AIGA MetroNorth Chapter, past President of AIGA‘s Brand Design Association, President of the Package Design Council and a member of its Board of Directors. He is a member of USA Cycling and US Rowing, a nationally ranked masters bicycle racer, and a member of The Saugatuck Rowing Club, the 2010 Masters Club National Champion.
This entry was posted in Beverages, Packages Today, Packages Yesterday and tagged , , , . Bookmark the permalink.

One Response to The new Tropicana packaging is gone.

  1. Pingback: Our Top 10 List of Packaging Stories for 2009 « The Package Unseen

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