Tropicana Orange

http://www.topnews.in/heinz-slashing-salt-amount-2262166

http://www.bnet.com/blog/advertising-business/in-blow-to-arnell-tropicana-drops-package-redesign/619

http://www.logodesignlove.com/peter-arnell-defends-tropicana-rebrand

Tropicana Premium Orange Juice is one of the top brand in orange juice which is manufactured in America. They have a strong market share and their priority is to serve the best quality of fresh orange juices made from the best oranges in town. Tropicana Premium Orange Juice is one of the subsidiary of Pepsi Company. After such a long time being under the same label and packaging, in February 2009 Tropicana Premium Orange Juice changed the old packaging to a whole new design which looks completely different. Peter Arnell, the CEO of Arnell company, which is a design company that designed the new packaging of Tropicana Premium Orange Juice gave an idea to refresh the packaging of the orange juice by eliminating the orange and the straw in the old design with a cup of orange juice. The idea of the change is to give customers the look of whats really inside the carton, not the orange but whats inside the orange which is fresh orange juices. They also changed the cap into a more round-shaped cap with texture of an orange, the idea of this change is to make the customers feel like squeezing the orange before they finally open the package and drink the orange juice. They are trying to make good first impression on the new design which looks more modern. Unfortunately, the messages that Arnell trying to send was not delivered very well. Most of the customers complained about the new packaging of Tropicana, they said that the new design was not really attractive to them. The removal of the big orange and straw removes the strong message of fresh and juicy. The loyal customers of Tropicana Premium Orange Juice complained about the new picture of a cup of orange juice that gives a different look and perception about how the orange