I was grocery shopping this weekend when I reached for the orange juice and was stunned! The classic Tropicana packaging with the orange and the straw has been destroyed. In its place is an unfamiliar plain glass of orange juice and a too plain san serif font. Usually I am an advocate for the less is more concept and plain fonts. But this is brand is an exception. Once you have established your brand with one image you cannot go changing it without any consideration. What will the commercials show now? A glass of orange juice being poured instead of an adorable kid sticking a large red and white swirled straw into the orange? Terrible, just terrible. Pepsi has gone too far!!
Read more about this identity crisis at: http://www.underconsideration.com/brandnew/archives/pepsi_takes_the_tropic_out_of.php#comments