If anything was a failure regarding the Throwbacks, it was the packaging and design. Horrible, horrible. From the comments I was reading on blogs and Twitter, seemed to be a lot of customer confusion over the whole thing.
I got in contact with the original design firm that created the prototype packaging that Pepsi didn't end up using (and instead went with an Arnell design). They played it cool because they wanted to keep Pepsi business, but you could tell they weren't too happy about the way things played out.
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