What the hell were you thinking? From a business perspective I understand the need to keep your brand fresh and current. However, removing the iconic orange from your packaging is one of the stupidest moves that you could have ever made. Did you not test this packaging with test groups? Get feedback?
Old packaging= Iconic
New packaging= Generic
Look at the packaging that you decided on, the brand name is barely visible, the logo that you are known by is no longer there and quite honestly the muted colors just make it look cheap. When you change packaging the idea would be to improve upon your current package. When you are a well known brand you want to keep what you are known by, and most companies would maximize it. Isn't your orange with the straw a Trademark, why would you abandon it?
I would bet that this change in package will diminish your market share, as marketers you really should be aware of this. My recommendation would be to return to your old packaging, eat the losses of the changed packaging, and next time you feel a need to mess with an icon, think twice.
The Doctor says I am a little behind on this post, being that the package change occurred over a month ago, and to be honest I generally avoid orange juice because the acidity messes with my stomach, but when I do drink OJ, I think fresh, and I think Tropicana. Its almost nostalgic as when I see the orange with the straw I think back to the old commercials. As you can tell the package change rubs me the wrong way, and I honestly think it is a really bad marketing decision. Maybe they should have talked to Coca Cola who made the huge mistake of changing the way their 2 liter bottles were made years back resulting in consumer fury, and them having to change back to the normal two liter bottle. This is just my two cents but I really do think my two are the same as millions of other peoples two cents and it will result in Tropicana losing sales.
Once again, just saying...