So its official, something I had learned last Friday from a well placed friend, but thought was too good to be true at the time.
The New York Times reported today that the new Tropicana packaging will be taken off the shelf, ASAP. Why you ask? In my view the answer is simple, a toxic combination of hubris by the design firm, cultural naivete by the marketers, and incompetence by the research agency.
More on this tomorrow. I need a day to reflect.