Date: April 29
Time: 1pm ET
Background:
In 2024, Tropicana launched an ill-fated redesign and watched sales plummet 19% as a result. This was an eerily similar situation to the 2009 failure that garnered major headlines and transformed the industry’s design attitudes and processes, effectively establishing a design validation protocol that has lasted for 15 years.
Many are now asking what lessons can be learned from this high-profile and costly misfire, and how brands can avoid becoming “the next Tropicana.”
Webinar overview:
This webinar is sponsored by Packaging Digest and moderated by executive editor Lisa McTigue Pierce. It will be the first organized discussion to tackle the central issues raised by the Tropicana bombshell—specifically, what likely happened with this redesign and what we can learn from it.
The participating experts represent a range of disciplines, including design effectiveness, branding, and the creative world.
Steve Lamoureux, founder & CEO, Designalytics: Steve’s firm correctly predicted the outcome of the Tropicana redesign and was quoted by several media outlets, including CNN, after news of the failure broke. His company has measured over 2,000 post-launch redesigns to create hundreds of case studies on sales impact to definitively understand the link between design performance and sales outcomes.
Peter Clarke, Head of ID & Development, PV&COHO: Called “the packaging design guru” by Brandweek, Peter Clarke has been a packaging expert commentator for CBS, CNN, Fast Company, and more. Peter founded Product Ventures to become one of the world’s most successful package design firms with enduring relationships with the world’s best-known brands. A 35-year veteran of the industry, Peter will provide a unique perspective on the intricacies of structural packaging changes.
Julia Beardwood, founder, Beardwood&Co design and branding agency: A winner of the EY Entrepreneurial Winning Women Award, Julia has helped countless brands like Pottery Barn, Westin, Hill's Pet Nutrition and Danone to maximize the effectiveness of design. She has 5,000 followers on LinkedIn for a reason—few illuminate the power and importance of design better than her.
Fred Hart, Founder & Brand Consultant at Hart Brands: Over the past decade, Fred has built a 30-person branding agency, transformed nearly 140 CPG brands and has been entrusted by visionary founders, Fortune 500 companies, and everyone in between. He’s won 5 Design Effectiveness awards in the last 5 years and with a following of nearly 15,000 on LinkedIn, Fred is a compelling and trusted voice in the design and CPG communities.
Fe Amarante, founder, Experimenta: Leveraging her years of experience leading design teams at Hershey, Danone, and Coca-Cola, Fe founded her own human-centered creative consultancy. She is an expert on the political dynamics within CPG companies, and regularly speaks about the value of a “try-it-and-see” approach to branding and the creative process can lead to effective design and spark growth. Fe has an impressive track record—her redesign success rate is almost double the industry average.
John Gleason, founder & A Better View Strategic Consulting: With more than 20 years of experience at Procter & Gamble—and a role as guest lecturer in Design Thinking at Notre Dame’s Mendoza School of Business—John’s bona fides in CPG package design are unparalleled, and his insight is sought after across the industry. In this webinar, he will discuss how the design industry has inadvertently disassociated design from financial performance and proposes a clear fix.
Join us on April 29 at 1pm ET by filling out the form below.
