BRAND MASHUP

Two brands have run head-on in the grocery store refrigerator case, and the results are really confusing. In the over-communicated world, why on earth would you take one of your most important brand components--your package--and confuse it with another brand?

Florida's Natural is a strong brand. The cartons are distinctive and easily stand-out on the shelf. For years, loyal customers have been reaching for this...



But now, in honor of Florida Natural's 75h anniversary, they're offering 1 million cartons of juice in packaging designed by Lilly Pulitzer...



Now, please don't misunderstand me. As a fallen preppie, I'm a big fan of Ms. Pulitzer. I also am a loyal customer of Florida's Natural. And how can anyone argue with any promotion that gives a portion of its proceeds to breast cancer? Even I'm not that much of a curmudgeon.

But this package is confusing. I wasn't sure I was reaching for the correct product. I've seen other people confused, wondering if they've nought the right thing. At first glance, it looks as if Florida's Natural RRGJ simply isn't even in the case and has been replaced with lemonade.

Anyway, it'll be over in a million cartons. But it just seems that if you're going to do a special promotion like this, there'd be a more strategic way to pull it off than with a brand mashup (FN meets Pulitzer) that leaves people scratching their heads. But then, I'm largely a radio commercial guy. We're slower witted and more easily confused by visuals.