According to the brand, the packaging was intentionally crafted to ensure ease of identification on the shelf, a new tagline and a tone that embodies the brand's vibrancy, boldness and vitality.
The brand says this move showcases its transition, innovation and growth while remaining true to its 50-year legacy.
Liqui-Fruit says the refresh represents a bold and audacious step that goes deeper into the brand's essence, purpose and value proposition to drive relevance and consumer resonance. This novel approach cements Liqui-Fruit's position as the country's number one juice brand, ensuring it features in spaces where people socialise and gather.
"Our new campaign employs bold, fresh and memorable imagery to reinforce the brand's essence, showcasing that it still contains nothing but fruit, and represents the reimaging of everyday moments that need to be celebrated and savoured," says Lindiwe Gumede, marketing director for beverages at PepsiCo SA.
Gumede adds that the new campaign responds to consumer research indicating that Liqui-Fruit is "more than a thirst quencher".
"Liqui-Fruit is a well-established brand, which has now evolved to meet consumers' needs," adds Gumede. "Feedback from consumer research revealed that it embodies a certain attitude and lifestyle beyond being a refreshing drink. This is further reflected in our revamped packaging design, demonstrating our dedication to delivering quality and refreshing fruit juices that South Africans have come to love and trust."
"One of South Africa's most cherished brands has reinvented itself for a new, sophisticated generation. As Mzansi's first long-life fruit juice, there is 'nothing quite like it.' This summer, perfectly and uniquely blended Liqui-Fruit, with its wide range of favourite flavours, is an essential companion — a summer without Liqui-Fruit would be incomplete," concludes Gumede.
For more information, visit www.liquifruit.co.za.