Yes, but the article should have also mentioned that the new design was pushed through by an overconfident star designer, that's definitely part of the story.

Yes, but the article should have also mentioned that the new design was pushed through by an overconfident star designer, that's definitely part of the story. Regarding the actual design, sure, a nice fresh-looking orange is more enticing than a glass of orange juice, but I didn't even recognize that big orange blob as orange juice in a glass from the picture in the article, and I doubt consumers in a supermarket (who usually only see one side of the carton) would have recognized it at a glance. So you have generic-looking sans serif text beside a generic-looking orange blob. Doesn't sound like a recipe for success...