Here is a great article that was just published in “Fortune”…I totally agree that the packaging looks generic… Tropicana drinkers, it turns out, are as passionate about packaging as they are about pulp. That’s why they rebelled when parent company PepsiCo and consultancy Arnell overhauled the juice line’s packaging in January as part of a $35 million branding campaign called “Squeeze.”

Tropicana fans said the simplicity of the new design reminded them of store-brand generics. And who wants to be mistaken for a generic consumer?

Within a month, the public’s flogging by e-mail, phone, and blogs forced PepsiCo to bring back the old straw-in-an-orange cartons. Other parts of the campaign remain, but PepsiCo will probably think twice before it tries updating this icon again.

Old for sure. That box says we get our juice right off the tree. The new design reminds me of the juice you get out of a machine at the Hampton Inn. Yuck. And if you are selling varieties, high pulp vs no pulp etc. the product identification through color is so much better in the old design. Nothing worse than getting home and realizing your no pulp juice has sludge in it cause you picked the wrong box.