When I was little, I would jab straws in an orange to see if Tropicana juice would come out, but to no avail :\

The Arnell Group, the same design agency responsible for PepsiCo’s unpleasant new brand identity, gave Tropicana orange juice packaging an equally terrible makeover. Consumers responded vehemently to the Tropicana redesign and the packaging was quickly scrapped (although the “Squeeze” advertising campaign will continue). 

{Left: Original, re-instated packaging by Sterling Brands. Right: Packaging rejects.}

Some of those commenting described the new packaging as “ugly” or “stupid,” and resembling “a generic bargain brand” or a “store brand.” “Do any of these package-design people actually shop for orange juice?” the writer of one e-mail message asked rhetorically. “Because I do, and the new cartons stink.” Others described the redesign as making it more difficult to distinguish among the varieties of Tropicana or differentiate Tropicana from other orange juices. [Tropicana Discovers Some Buyers Are Passionate About Packaging via NYTimes]

I went to Safeway to check out the new packaging for myself and I wound up feeling really LAME. The redesign is nice but it feels absolutely generic on the store shelf – I was staring pointblank at an entire freezer with rows of Tropicana OJ and I completely glanced over it, even though I was actively looking for it. I cannot help but comment on the lack of creativity in the minds that spawned a glass of orange juice as a brand symbol for…orange juice.

The orange with the straw in it totally rocks.

One good thing about the new packaging is the semi-ergonomic cap shaped like an orange! It makes me happy (the rest of the carton, not so much).