The Real Thing

Tropicana has been getting a lot of flack over its redesigned juice cartons. Steve Heller called the rebranding “a mistake.” Jason Kottke simply dubbed it “sucky.” Let me respectfully disagree. I was never a great fan of Tropicana’s previous packaging system, with its now familiar orange punctured by a straw. Clever, yes, but the trompe l’oeil dewdrops were a bit much—pointlessly deceptive as the cartons so often ended up with actual condensation. I’ve seen the new packaging repeatedly derided as “generic,” which sells it short. It’s a clean, modernist design that looks like it would fit right in on the shelf of a high-end grocer in London or Amsterdam. I suspect consumers will quickly adjust to its color-coded system for differentiating between juice types (some pulp, no pulp, etc.) And it’s not without a degree of wit either; the half-sphere cap—it’s an orange half!—is a nice touch.


I’ll defend Tropicana’s redesign, but there’s no excuse for the awful new logo its parent, Pepsi, is inflicting on the American public. (Both programs are by the firm Arnell.) There was no reason to replace the old Pepsi logo. It was an American institution, even if not in the league of its chief competitor. The hideous ad campaign—massive bland type dropped out of fields of washed out primary colors—introducing the new logo is a blight on the environment. The new mark reminds me of Paul Rand’s logotype for the Girl Scouts of America, but any positive associations end there.

It’s worth noting that Coke has also redesigned its packaging; the “classic” tag is being removed from all cans and bottles of Coca-Cola. (It had been placed there to differentiate the original version from the disaster that was New Coke.) I know it’s not popular to say so these days, and for good reasons, but I love Coke and have always felt that it is the single greatest consumer product ever invented. It made my day to read Gabrielle Hamilton, chef at Prune—a favorite—praising it this week in New York magazine. “A well-timed, ice-cold Coca-Cola is one of life’s greatest taste and sensory experiences: the way it makes your eyes sting and tear up, and the back of your throat gets that chalky moment as good or better even than some of the highest tannins in a big red wine, and then the full sugar and caffeine rush that completely cures what ails you.” Poetry, and spot on. For my last meal you can hold the Petrus. Just give me the Real Thing.

Update: It has just come to my attention that—of course—there is a facebook group specifically devoted to those who loathe the new Tropicana packaging. While I can’t say I agree in this case, let me applaud the fine citizens who care enough about design to join said group. Fight the power!

viagra
free viagra
buy viagra online
generic viagra
how does viagra work
cheap viagra
buy viagra
buy viagra online inurl
viagra 6 free samples
viagra online
viagra for women
viagra side effects
female viagra
natural viagra
online viagra
cheapest viagra prices
herbal viagra
alternative to viagra
buy generic viagra
purchase viagra online
free viagra without prescription
viagra attorneys
free viagra samples before buying
buy generic viagra cheap
viagra uk
generic viagra online
try viagra for free
generic viagra from india
fda approves viagra
free viagra sample
what is better viagra or levitra
discount generic viagra online
viagra cialis levitra
viagra dosage
viagra cheap
viagra on line
best price for viagra
free sample pack of viagra
viagra generic
viagra without prescription
discount viagra
gay viagra
mail order viagra
viagra inurl
generic viagra online paypal
generic viagra overnight
generic viagra online pharmacy
generic viagra uk
buy cheap viagra online uk
suppliers of viagra
how long does viagra last
viagra sex
generic viagra soft tabs
generic viagra 100mg
buy viagra onli
generic viagra online without prescription
viagra energy drink
cheapest uk supplier viagra
viagra cialis
generic viagra safe
viagra professional
viagra sales
viagra free trial pack
viagra lawyers
over the counter viagra
best price for generic viagra
viagra jokes
buying viagra
viagra samples
viagra sample
cialis
generic cialis
cheapest cialis
buy cialis online
buying generic cialis
cialis for order
what are the side effects of cialis
buy generic cialis
what is the generic name for cialis
cheap cialis
cialis online
buy cialis
cialis side effects
how long does cialis last
cialis forum
cialis lawyer ohio
cialis attorneys
cialis attorney columbus
cialis injury lawyer ohio
cialis injury attorney ohio
cialis injury lawyer columbus
prices cialis
cialis lawyers
viagra cialis levitra
cialis lawyer columbus
online generic cialis
daily cialis
cialis injury attorney columbus
cialis attorney ohio
cialis cost
cialis professional
cialis super active
how does cialis work
what does cialis look like
cialis drug
viagra cialis
cialis to buy new zealand
cialis without prescription
free cialis
cialis soft tabs
discount cialis
cialis generic
generic cialis from india
cheap cialis sale online
cialis daily
cialis reviews
cialis generico
how can i take cialis
cheap cialis si
cialis vs viagra
levitra
generic levitra
levitra attorneys
what is better viagra or levitra
viagra cialis levitra
levitra side effects
buy levitra
levitra online
levitra dangers
how does levitra work
levitra lawyers
what is the difference between levitra and viagra
levitra versus viagra
which works better viagra or levitra
buy levitra and overnight shipping
levitra vs viagra
canidan pharmacies levitra
how long does levitra last
viagra cialis levitra
levitra acheter
comprare levitra
levitra ohne rezept
levitra 20mg
levitra senza ricetta
cheapest generic levitra
levitra compra
cheap levitra
levitra overnight
levitra generika
levitra kaufen

One thought on “The Real Thing”

Comments are closed.