Now that's brand value!

I thought a re-branding was meant to breath new life and excitement in to a product line. You must give Pepsi 'style' points for making the attempt, although that clearly wont make up for the fact that sales of the Tropicana Pure Premium line plummeted 20% between Jan. 1 2009 and Feb. 22, 2009 costing the brand roughly $33 million, to $137 million. - clearly a little market research would have cost less.

Tropicana had certainly sought to create excitement around the Pure Premium re-brand, announcing Jan. 8, 2009 a "historic integrated-marketing and advertising campaign ... designed to reinforce the brand and product attributes, rejuvenate the category and help consumers rediscover the health benefits they get from drinking America's iconic orange-juice brand.

On Feb. 23, 2009 the company saw the light and announced it would scrap the new packaging, designed by Peter Arnell.

I think the real question we should be asking is... did PepsiCo get a refund?

Brand Suicide

Sure has been hard to get back to the ol'blog. With a new baby in the house and a workload that just wont quit.


When I saw the new Pepsi brand I knew it was time to speak up.



Please keep in mind it is still so new to me, that I am having a hard time deciding if this is brand suicide or if I am just experiencing the side effects of true innovation...

Simply put, I've tried to understand it, I've looked at it, and thought about it, I looked at it upside down, but I just don't get it.

Do You?



Here is what Pepsi has to say about their new brand http://www.pepsigallery.com/

So I am now a blogger - I don't even feel different... Wierd

Here it is the first post. The one that sets the tone for the entire blog...

You know, Since human existence, communication always is playing very important role in our lives using drawings, word of mouth, eye signals etc. One of the earliest mode of graphic communication we know is Hieroglyphics, you know those little pictures carved in rock representing words.

In the spirit of the earliest mode of graphic communication, this post will be simply a Hieroglyphic of Creative Fruit the Blog.


Regardless, the aim of this post is to introduce you to Creative Fruit my yummy creative blog and source of creative nourishment.

Creative Fruit will feature discussion on graphic design, web design, illustration, marketing, photography, branding, writing and advertising.

Stay tuned I will post as often as I can, oh... and if I start slacking rattle my cage!