New Minute Maid juice packaging -- can it avoid the Tropicana disaster?

In the world of advertising, the Tropicana disaster of 2008-09 is already legendary as a failed product debut.

The orange juice container redesign by controversial brand guru Peter Arnell eliminated the familiar straw-in-an-orange image in favor of a photo of a glass of OJ. This killed the brand recognition developed over many years, resulting in a 20% drop in sales and the loss of millions of dollars within two months. Tropicana beat a hasty retreat to the old design.

Now, according to Advertising Age, Coca-Cola is taking a similar risky step, re-branding its Minute Maid line of juices. The company wants to eventually harmonize the images surrounding the brand and the others it owns, including Del Valle, Andina and Cappy.

The new orange juice design features whole oranges, slices, and leaves to suggest the groves from which it comes. As you'll see from the pictures above, the new packaging has more green, and the blue is gone. I like it.