POM iced coffee

Pom_icedcoffee_2

It seems that POM has jumped into the rapidly emerging category of RTD iced coffee. Strategically, this makes sense to me. But the packaging – I'm not sure about. I find it confusing, and not as simple as their other products. Their other structures speak to either the ingredients in the product or the use of the product. I think the swirls are about the energy you are supposed to feel when drink the coffee, and perhaps going into a more mainstream look will equate to more sales?