Yeah I love it also. The visual of the bottles doesn't really appeal to me though. I know it's not the point but I know for myself, I will try things that are visually attractive first. I think the sticker is very similar of MM and chocolate milk so when it comes to picking out a product people will tend to stick with what they know.
I think they need to change the label to a black background and add color to the name ( red or green). That would draw attention to the drink instantly. I believe visual effects are the best for putting the name out there. If it blends in it'll be in the shadows of the other, already known, products. JMHO
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