I have one of the new packages in front of me (bought by a friend), and I have to say that there is not a single thing that I like about it. It's hard to read (text is sideways), vacuous ("Drink in the spirit of the morning"), and the juice pictured looks sickly and pale. The most readable text, and hence the part my eye is drawn to, reads "Some Pulp". At best, it looks like a weak imitation of a high-end store brand.

I'm left with two questions:

First, why would Tropicana choose to change their existing strong brand to this, rather than launching this as a side-brand under a new name and testing the market? To my limited knowledge, there are probably the strongest brand in orange juice in the US. I don't see why they would take this risk.

Second, it sounds like many people here and elsewhere actively like the new look. Others, such as me, do not. I have to presume that I'm in the minority, otherwise the consumer resistance would have turned up during Tropicana's user testing. Any ideas on why what underlies the divide between the presumed majority who like the new design and the curmedgeonly minority such as myself?