I've had this photo on my phone for a week or so and I still don't know what it means - "Juice Drink Experience." I take it that it's not real fruit juice so it can't be described as "Fruit Juice." So why can't it just be a "Fruit Drink" or even "Fruit Flavoured Juice." Where is the experience in all of this? It reminds me of Mark Earls book Welcome to the Creative Age - Bananas, Business and the Death of Marketing - where he basically says that much of marketing is a complete waste of time. When you think that Cape employed a food scientist, writer and designer and they best they could come up with is this - we've gone wrong somewhere along the line. Either that or you can just have a chuckle, take a picture and move along.