Firefly Revitalising Juice Drinks will relaunch with a refreshed brand position from the end of June, with changes including a vibrant redesign and release of a 400ml on-the-go polyethylene terephthalate (PET) bottle.
The new, premium packaging will feature brighter colours, botanical drawings along the side of bottles and a new Firefly logo. A botanical stamp has been placed on the top of bottle lids to reinforce the message that the drinks are “boosted with botanical blends” and the range will continue to display inspiring photos submitted by Firefly fans.
The 400ml on-the-go PET range will replace the 500ml range to better fit the grab-and-go format, the brand said, and it has also introduced a reformulation to the drinks’ recipe.
Firefly will accompany the changes with the launch of a new website, supported by social media acitivity, point-of-sales materials and a consumer PR campaign.
Purity Soft Drinks marketing director Jon Evans said: “Firefly is perfectly placed to take advantage of the trend for natural, healthy and premium soft drinks, and we’ve worked on the positioning of the brand to ensure it appeals to that market. We think the brand has a huge amount of potential and the relaunched drinks look and taste great, so we’re excited to see how they’re received by consumers and retailers alike.”
© FoodBev Media Ltd 2024