I think the lack of an orange with a straw coming out probably *was* a huge part of the issue. Both boxes have Tropicana written really big on the carton, alth

I think the lack of an orange with a straw coming out probably *was* a huge part of the issue. Both boxes have Tropicana written really big on the carton, although one is slightly smaller and sideways. A box with an orange with a straw looks like a Tropicana box, even if you can't read, and it's a visually engaging image. The redesign looks like supermarket generic juice packaging, the orange with a straw is as distinctive as the Coca-Cola or Pepsi logo.