Much has already been written about the failed Tropicana redesign. There are numerous reasons why the new packaging was a miserable failure, but the video from Ad Age that you’ll find below offers probably the greatest insight into the theory behind the new (and now defunct) design.
After watching this, it’s hard to believe the packaging wasn’t a huge success. After all, they put the juice right on the front of the box, because the orange with a straw in it was just way too confusing for the average consumer.
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