How this one man helped a company lose over $35 million with this one weird trick. 

Sources:

https://www.nytimes.com/2009/01/08/business/media/08adco.html

https://www.nytimes.com/2008/11/18/business/media/18adco.html

https://web.archive.org/web/20070316233040/https://www.gawker.com/news/evil-bosses/who-are-the-worst-bosses-in-new-york-240788.php

https://richardlinnett.files.wordpress.com/2012/09/arnell-on-a-mission1.pdf

https://marklipton.com/post/profiles-in-mean-peter-arnell

https://www.gawker.com/244608/new-yorks-worst-bosses-peter-arnell

https://www.nytimes.com/1997/03/27/business/testing-a-wider-concept-of-sexual-harassment.html

https://www.flickr.com/photos/fallenposters/4107118435/

https://www.beveragedaily.com/Article/2008/05/07/PepsiCo-s-Tropicana-OJ-tops-1bn-in-annual-sales

https://www.adweek.com/brand-marketing/pepsicos-tropicana-1-billion-juice-giant-84119/

https://www.theguardian.com/environment/2009/apr/06/organic-sales-soil-association

https://www.youtube.com/watch?v=WJ4yF4F74vc

https://www.cbsnews.com/news/arnells-explanation-of-failed-tropicana-design-resembles-his-nonsensical-pepsi-document/

https://www.bevnet.com/news/2009/1-9-2009-Tropicana_squeeze/

https://www.newsweek.com/crazy-genius-brand-guru-peter-arnell-76137

https://www.printmag.com/featured/the-best-of-2009/

https://hbr.org/2009/02/tropicanas-marketing-folly.html

https://www.adweek.com/agencyspy/arnells-latest-design-debacle-tropicana-returns-to-orange-with-protruding-straw/3965/

https://designresearchgroup.wordpress.com/2009/02/28/rip-it-up-and-start-again-tropicanas-failed-bid-to-update-its-orange-juice-packaging-design/

https://www.packaginginnovation.com/brand-equity/tropicana-packaging-case-study-2009-2012/

https://www.thebrandingjournal.com/2015/05/what-to-learn-from-tropicanas-packaging-redesign-failure/

https://www.marketingmag.com.au/news/packaging-tales-from-the-front-line-of-branding/

https://www.cbsnews.com/news/peter-arnell-advertisings-anti-midas-writes-a-book-about-why-he-eats-50-oranges-a-day/

https://www.cbsnews.com/news/why-the-firing-of-weird-design-guru-peter-arnell-was-a-long-time-coming/

https://www.architecturalrecord.com/articles/3099-exhibition-review-frank-gehry-curates-peter-arnell-at-milk

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