Minute Maid Frozen Orange Juice

Sunday March 21stDrinks Category

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I found this 1981 ad for Minute Maid orange juice and when I went to the store to get a current version, I was amused at how many different varieties of OJ there are now.  Minute Maid has 11 types, I can understand a pulp and no-pulp offering but it’s crazy how they have Heart Wise, Multi-Vitamin, Low Acid, etc…
Luckily they still keep it old school with original, so I got that.
The old package is divided kind of like 90/10 with most of  the label in black with a stripe of orange on the left.  As I might have mentioned before, I’m a  big Marushka print fan and I love the simplified bowl of oranges in the left side stripe.  So simple, yet still recognizable.   The fonts for “Minute Maid” and Orange Juice” are different but seem to be the same size while the other information is smaller.  In general it’s a clean, straightforward design.
The current version still divides the label pretty much 90/10 but the left stripe is now a more realistic sky and oranges which step over the boundary into the black.     There’s more information on this package, like that it’s Premium, you get 100% Vitamin C per serving and because there are so many varieties now, the word “Original” is highlighted in it’s own orange box.
I feel like it’s a crime to get rid of the the little bowl of oranges and for some reason it bothers me that on the current label that orange half is busting out on to the text side, not to mention the whole detailed graphic and landscape scene in the background. It’s so busy!
The fonts on the new one are okay, I kind of like the lines in the Minute Maid lettering but with all the info and the orange and yellow text boxes make it seem more complicated.  I think MM really had it right with the old label.

Minute Maid Frozen OJ: Old or new?

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7 Comments

  1. mindy
    March 23, 2010

    love the simple oranges & bowl.
    personally it think it would be even better if the white line was gone @ top of bowl

  2. Dorothy
    March 27, 2010

    It pains me to see how awesome these old designs were, and how crappy they are now! It’s like somewhere along the line, people forgot about simplicity. Oh, and for some reason I just HATE that new Minute Maid font, I think it’s the extra white lines in it and how it’s sort of . . . pompous? Can a font be pompous?

  3. Melissa
    April 3, 2010

    Minute Maid needs to bring back the old design. Less is more in this instance. The sliced oranges are situated in a weird position on the new packaging – it just doesn’t look right. The older packaging has a nice clean and simple look to it… just how I like my orange juice.

  4. Kristen Potter
    April 10, 2010

    I like the older design better myself. The newer ones remind me of how nasty it tastes now.

  5. Joshua
    June 14, 2010

    I pick the new one, mostly because we haven’t bought frozen orange juice in forever, just the concentrated orange juice. :-)

  6. Joshua
    June 24, 2010

    You should try to do Coca-Cola or Pepsi. :) Even though I think the lettering has been more or less the same, Coke has had a couple of different backgrounds, whereas Pepsi has had that original writing ( See Modern Day-Throwback post on Second Rate Snacks ), a lame Pepsi globe, the one that is still on the Wild Cherry Pepsi bottles, and the current one.

  7. Paul Duca
    December 26, 2010

    This link shows what a Minute Maid can looked like in 1950L

    http://www.birminghamrewound.com/features/1950-08.htm

    (scroll down to the very bottom of the page)

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