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By Claire Phoenix

Liqui-Fruit, a market leader in the South African long-life fruit juice market since its introduction to South Africa in 1975, has expanded its Barney & Friends range with the addition of Riff, a dancing Hadrosaur (duck-billed dinosaur).

Creative Licence was the design team tasked with helping Riff fit into Liqui-Fruit's Barney & Friends range. According to Martina Bogusch, Creative Director at Creative Licence, “At the end of 2007, the existing Liqui-Fruit Barney, BJ and Baby Bop packs will be joined by an exciting new face, Riff. Riff is a dinosaur with some amazing talents – he can make music out of anything, and when he's excited or creating his music, his crest blinks with a colourful light!”

Bogusch continues: “Our brief was to build on the success of Liqui-Fruit's Barney range, which helps moms to get their toddlers to make a healthy juice choice. To this end, we've updated the four packs, which now feature a brightly coloured, eye-catching design on which Barney, BJ, Baby Bop and Riff are doing what they do best, having fun – creating an association between healthy juice and fun.”