Mothers and children are constantly bombarded by advertising campaigns and in-store promotions targeted at the youth, all vying for attention – each one more desperate to stand out from the crowd than the other. In this kind of environment, brands need to not only constantly stay on the forefront of change, but they also need to establish more of a personal connection between themselves and their target market. The relationship needs to be incredibly strong, able to withstand the toughest tests, and so deeply entrenched that nothing can break the bond.

Jungle Yum concentrated syrup has become a little outdated over the past couple of years, with no real significant packaging upgrade taking place for some time. As a brand targeted specifically at children, this lack of change in exterior has left the brand neglected and less than desirable among children, where image is highly regarded and innovation is standard. In light of this, Continental Beverages made the decision to upgrade the Jungle Yum packaging in line with global trends, realising that without this upgrade, Jungle Yum would never truly be able to forge the necessary relationship between brand and target market required to remain competitive in the 21st Century.

An upgrade of this nature required a dynamic and innovative company able to transform the brand into a sought-after brand, inspiring fresh design. Creative Licence (Pty) Ltd. was the graphic design, brand creation and brand mentoring company behind this transformation, having spent a great deal of time analysing how best to go about re-designing the brand.

Accordingly, Creative Licence was tasked with creating a personality for the brand – something children can relate to and identify with. Adorable illustrated cartoon characters were designed by the company to do just this, drawing interest to Jungle Yum on the shelves and allowing the brand to stand out above the rest. By designing these characters, Creative Licence has created a bond between the target market and Jungle Yum, with children often choosing to associate their favourite flavour with their favourite animal on the packaging.

The development of this relationship has been very successful, as can be seen by the outspoken positively surrounding the brand. Children love the brand, stating that “it quenches any jungle thirst”, “tastes great”, “has the best flavours” and “the colours are cool”. Similarly, mothers love the brand having long realised the affordability, quality and great taste Jungle Yum offers children.

This successful relationship has further been extended to the point of sales, with Creative Licence drawing the key animal character and jungle elements onto shelves, thereby creating more of a dramatic impact on buying patterns. Refreshingly fun, bright colours are the order of the day helping the characters come alive on shelf.