The objective was for Jolly Shandy to communicate the right taste cues that clearly reflects some alcohol percentage while appealing to the core target audience.
“The solution was a radical change in look and feel,” said Alfonso Granati, the brand consultant responsible for the project. “We aimed to attract a very demanding target audience, increasing the level of taste expectation while retaining a good amount of ‘dynamism’. The only brand equity we wanted to keep was the logo, a unique feature in charge of linking the brand to its core. It was ‘key’ to also leverage good variant navigation through the use of special colours which could attract the consumers.”
The results speak for themselves. Sales have increased by 30% since the introduction of the new Cartils redesign.
© FoodBev Media Ltd 2019
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