Genius at Tropicana

I noticed it this morning as I was getting my breakfast organized.

In case you were wondering, breakfast at bookofjoe World Headquarters™ consists of:

• One (1) Bodo's cinnamon-raisin bagel — sliced in half with Bodo's own cream cheese applied to the cut surface of each half

• A glass of Tropicana "Not From Concentrate" original orange juice — from the big white one-gallon jug

• bookofjoe's own coffee — prepared according to an ancient Mixtec recipe

Well.

As I was pouring the o.j. I saw something I hadn't noticed before.

It's the kind of thing that creeps up on the proverbial little cat feet, so subtle is it.

Much like how, sometime in the past decade, the slots in knife blocks reoriented themselves 90º such that they're now sideways instead of vertical.

What I saw is pictured up top and below.

What do you see?

I see a transparent vertical strip running along the seam of the jug such that you can see at a glance how much o.j. remains —

without opening the jug.

Genius.

To the mad scientists out back in Tropicana's skunk works, a big "well done."

I just noticed, when I was outside taking the pictures above, that near the bottom of the indicator strip are the words "JUICE— —LEVEL".

You can see them yourself if you blow up the photos.

Even though words are redundant they do not make the innovation one bit less wonderful.

Those of us who appreciate such things don't mind at all that the marketers got their fingers into the mix.

They simply couldn't help themselves.