Arnell Group followed-up the Pepsi rebranding with the disastrous Tropicana rebranding. Reportedly, they paid Arnell $35M for the Tropicana rebrand. It made th

Arnell Group followed-up the Pepsi rebranding with the disastrous Tropicana rebranding. Reportedly, they paid Arnell $35M for the Tropicana rebrand. It made their product look like a generic store brand. Upon rollout, they reportedly lost as much as $20M a month. They reverted it soon after.[1] Arnell's explanation for the failure was similarly whacky.[2] Two years later, Arnell Group's parent company, Omnicom, fired Peter Arnell. Though that might have been for misconduct that had Newsweek comparing him to Harvey Weinstein way back in 2009.[3] [1]: https://web.archive.org/web/20090226235602/http://industry.bnet.com/advertising/10001000/in-blow-to-arnell-tropicana-drops-package-redesign https://web.archive.org/web/20090226235602/http://industry.b... [2]: https://www.cbsnews.com/news/arnells-explanation-of-failed-tropicana-design-resembles-his-nonsensical-pepsi-document/ https://www.cbsnews.com/news/arnells-explanation-of-failed-t... [3]: https://web.archive.org/web/20120113061332/http://www.thedailybeast.com/newsweek/2009/03/27/mad-man.print.html https://web.archive.org/web/20120113061332/http://www.thedai...