Tropicana’s equities were steadfast: Tropicana’s equity lies in the fact that they own the orange. The symbolism of a straw stuck pushed straight through the skin of an orange is the very definition of freshness and purity. Stripping the layers of meaning away by using an image of a glass of orange juice suggests that of a me-too brand – one that does not own the definition of spontaneity of an orange bursting with juice, but merely a product, poured into a glass. Not special, not different – and not ownable. This is not to say that the pack couldn’t have done with a redesign. But one that understands, respects and makes use of the equities inherent in an established, respected and ubiquitous brand.

And you gotta love the reaction by Peter Arnell, the “chairman and chief creative officer” of the company that made the failed design:

Tropicana is doing exactly what they should be doing […] I’m glad Tropicana is getting this kind of attention.