Kraft Heinz, in partnership with UK brand design agency PB Creative, has launched a new premium range for its Dutch drinks cordial brand Karvan Cévitam.
While the original Dutch product is often perceived as an everyday children’s drink, Karvan Cévitam Signature Blends specifically targets young, pre-family adults who are searching for an exciting alternative to alcohol.
The new premium line-up features four flavours – Lime & Mint, Strawberry & Rhubarb, White Grape & Elderflower and Lemon & Orange Blossom – with more variants planned for the future.
Similar to the core product, the new range requires the concentrate to be diluted with water, enabling consumers to adjust the strength according to taste to create their own personal ‘Signature Blend.’
“This is a really exciting new launch for Karvan Cévitam and Kraft Heinz. Signature Blends will allow us to continue to hydrate the nation while reaching a completely new audience with more sophisticated, great tasting usage occasions,” said Fanny Gresset, senior brand manager of local drinks brands at Kraft Heinz.
Kraft Heinz hired PB Creative to create a new visual design for Karvan Cévitam Signature Blend that would appeal to its older demographic.
Amy Elshenawy, design director at PB Creative, added: “Our challenge was to grow Karvan Cévitam penetration within the young adult demographic and to make this consumer group feel proud to put cordials on their table.
“The visual identity and design for the new range evoke a ‘grown up’ sense of occasion with almost cocktail shaker like appeal and establish the Signature Blends range as being the champagne of water mixers.”
© FoodBev Media Ltd 2020
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