When consumer outcry forced Tropicana last year to drop the redesign of its Pure Premium orange juice packaging after only two months, the company was running up against a powerful and not widely understood phenomenon.

FORBES: Brands Are People, Too

Tropicana also said it is in the process of permanently moving to use only Florida orange juice in its Tropicana Pure Premium juice.

WSJ: Coke, Pepsi Attempt to Ease O.J. Fears

It has a pure yellow hue with no green or orange modifying color and the color distribution is very even with no visible zoning present, according to a joint statement from USMS and Bid4Assets.

FORBES: Feds to Sell Seized 43-Carat Fancy Yellow Diamond

Grand Master of the Grand Orange Lodge of Ireland, Edward Stevenson described the attack as "an act of pure depravity by small minded thugs".

BBC: Orange order memorial damaged in Coleraine