http://consumerist.com/2009/02/26/one-final-tropicana-thing-this/

One final Tropicana thing: this video clip from 5 weeks ago shows Peter Arnell explaining the thought process behind the Tropicana redesign. It’s a peek behind the curtains at how much thought goes into packaging, and how it’s designed to communicate to you subconsciously. [AdAge] (Thanks to wanda!)