Comments on: BS’er of the Year: Peter Arnell http://agencybs.wordpress.com/2009/04/03/bser-of-the-year-peter-arnell/ We're BS incarnate.™ Fri, 16 Oct 2009 19:00:53 +0000 http://wordpress.com/ hourly 1 By: Andy Webb http://agencybs.wordpress.com/2009/04/03/bser-of-the-year-peter-arnell/#comment-25 Andy Webb Fri, 03 Apr 2009 13:16:18 +0000 http://agencybs.wordpress.com/?p=109#comment-25 Fine commentary. The previous Tropicana package, with its straw in the orange, said "fresh juice" in as crisp, compact and immediate a way as you can get. The new one -- bland and indistinct. I suppose the good news for the rest of us in the ad industry is "yes, advertising does actually work; people do pay attention." The sharp drop in Tropicana revenue just from a packaging change proves it quite well. Fine commentary.

The previous Tropicana package, with its straw in the orange, said “fresh juice” in as crisp, compact and immediate a way as you can get. The new one — bland and indistinct.

I suppose the good news for the rest of us in the ad industry is “yes, advertising does actually work; people do pay attention.” The sharp drop in Tropicana revenue just from a packaging change proves it quite well.

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