Orange You Glad You Got "Squeezed" for 35 Mil?

Keep New Times Free
I Support
  • Local
  • Community
  • Journalism
  • logo

Support the independent voice of South Florida and help keep the future of New Times free.

Some of my favorite boondoggles over the years have involved the vast sums stupid companies have spent to fix what ain't broke. Our latest example is Tropicana, headquartered in Bradenton, Florida. In a classic act of desperation, the ailing orange juice producer decided to scrap its familiar, easy to spot, super-friendly logo and packaging (the orange with a straw stuck into it) for a new ad campaign that trades in everything recognizable about the brand for some tortuous association between "squeezing" orange juice and "squeezing" your spouse, kid, or mistress.

That particular tortuous association cost the company 35 million, paid in large part to an ad agency called the Arnell Group in New York.

In another brilliant move, they turned the name of the juice sideways, so customers hoping to recognize their favorite OJ should best be inching along the supermarket aisles horizontally.

In advertising parlance this is called "rebranding."  In my personal parlance it's called "distracting." The  distraction goes like this: Development and marketing  people secretly harbor the sinking feeling that they don't really have anything of importance to contribute. They worry that their bosses might catch on. Conundrum, right? To alleviate the secret sinking feeling they create the Illusion of Relevance, a trick whereby dumb rebranding campaigns are invented to redesign perfectly good logos so they look like doo-doo. If you doubt it, listen to what Neil Campbell, president of Tropicana North America, was blabbering about his expensive new rebranding project, and ask yourself if this drivel didn't come straight from the mouths and pens of the "creative" people at Arnell:

The whole idea of "squeeze" Mr. Campbell said, is to play up the "functional benefit" of orange juice in providing fruit for people's daily diets and "the emotional connection people have with Tropicana."

Let's all take a moment to throw up a little into our morning glass of juice.

Postscript? After complaints from customers, Tropicana has decided to scrap the new campaign and go back to the original juice box.

Keep New Times Broward-Palm Beach Free... Since we started New Times Broward-Palm Beach, it has been defined as the free, independent voice of South Florida, and we would like to keep it that way. Offering our readers free access to incisive coverage of local news, food and culture. Producing stories on everything from political scandals to the hottest new bands, with gutsy reporting, stylish writing, and staffers who've won everything from the Society of Professional Journalists' Sigma Delta Chi feature-writing award to the Casey Medal for Meritorious Journalism. But with local journalism's existence under siege and advertising revenue setbacks having a larger impact, it is important now more than ever for us to rally support behind funding our local journalism. You can help by participating in our "I Support" membership program, allowing us to keep covering South Florida with no paywalls.

We use cookies to collect and analyze information on site performance and usage, and to enhance and customize content and advertisements. By clicking 'X' or continuing to use the site, you agree to allow cookies to be placed. To find out more, visit our cookies policy and our privacy policy.


Join the New Times community and help support independent local journalism in South Florida.


Join the New Times community and help support independent local journalism in South Florida.