PepsiCo taps a fashion designer and uses high-end apparel to promote its new product in the UK. To support the UK launch of Trop50 from its Tropicana line, the company has teamed up with London designer Richard Nicoll, who created a vibrant orange limited-edition dress with a floral print—only 50 of them were made.
Brand storytelling agency Aesop developed a crisp and fresh packaging for the low-cal Ribena Light juice. The new ‘airy’ packaging, which has been already launched across the UK, is to attract more consumers and help the product stand out on a shelf, which replaced Ribena Really Light as part of GSK’s market leading juice drink family.
Global coffee chain Starbucks added two new elements to its rich business picture on Monday, March 19, both of which refer to the company’s affiliates. Yesterday, Seattle’s Best Coffee opened its first drive-thru concept café to offer a range of items including coffee beverages, sandwiches freshly-baked food and snacks to commuters in Northlake, Ill, the suburban Chicago neighborhood, almost round the clock 24/7. The city became the first location where the new concept venue with an easy-to-navigate menu board design and straightforward pricing was opened, and it will serve as “a learning lab for the brand as it evolves its retail presence to meet the growing demand for premium coffee on-the-go,” writes the press release.
First launched in 2009 with a ‘Smart Hydration’ positioning, Slice Design was asked to redesign Juicy Drench for consumers looking for a smart and natural choice in refreshment. Consumers felt the previous communication of juice + water was too artificial largely due to the flat circles of colour on the pack.
Cider and juice producer Orchard Pig is unveiling a new look designed by brand design specialist Blue Marlin. The brand’s identity was redesigned to help the artisan brand move into the mainstream and make it easier for consumers to find the product on the shelf. The new dynamic and charming look, which has been adopted by 16 products of the brand, is rolling out this week.
Aesop, the brand storytelling agency, has created packaging for GSK’s biggest drinks launch for 20 years, Ribena Plus, which goes on sale this week. Its launch signals a new era for the market leading juice drink, with the addition of vitamins and minerals designed to slake consumers’ thirst for added value, functional and healthy products. Ribena Plus Apple & Peach and Blackcurrant Immunity Support contain added vitamins A, C and E, while Apple & Raspberry and Mixed Berries contain added calcium for healthy bones.
Now that spring is to arrive in two weeks, all the 2012 New Year celebrations and news about them are left behind, but there’s another New Year marketing project, which is worth mentioning. China celebrated Spring Festival, its national New Year on January 23, and to mark the occasion, PepsiCo launched a lovely campaign dubbed ‘Bring Happiness Home,’ encouraging its consumers and fellow colleagues to go and celebrate the holiday with their family and special ones.