| Sun-Rype Proucts Ltd.
2009 REBRAND 100 Winners > notable
Industry/Sector: Beverages
Component Rebrand
Country Base: Canada
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting -
- The fruit juice category is saturated with many brands which claim to be ‘healthy’, but fill their juices with sugar.
- Sun-Rype’s juice is made from real fruit, with no added sugar, setting it apart from the ‘imposters’.
- With strong market presence in Western Canada, Sun-Rype was having difficulty making in-roads into the Eastern Canadian market, largely due to their TetraPak format being uncommon there.
Challenge -
- Sun-Rype needed to develop a new packaging format that would be acceptable nationally, and would also clearly communicate the essence of their brand – Real Fruit Goodness.
- Consumers weren’t satisfied with the size formats in the market (1L and 1.86L), and were looking for alternatives that were easier to store, hold and pour.
Strategy -
- Karacters Design Group used a functional and aesthetic approach and developed a custom 1.36L plastic bottle that met consumers functional needs and appealed Nationally, and provided a canvas to convey the messaging that the juice was nothing but real fruit.
- Using clean, vibrant photography and bright, vivid colours, Karacters developed a look that would stand out on retail shelves.
- A clear communication hierarchy clearly communicated the product features and benefits.
- The new packaging has also been supported with a National integrated campaign.
Result -
- The new look resulted in increased market presence and consumer demand and has enforced the brand’s position as the real fruit juice.
- Within 12 weeks of the product launch, Sun-Rype had more than doubled its market share in Eastern Canada.
Credits:
Client: Sun-Rype Products Ltd. - www.sunrype.com
Brand Strategists/Designers: Karacters Design Group, DDB Canada - www.karacters.com
Creative Director: Ken Therrien
Art Director: Jennifer Pratt
Account Manager: Aliya Kara
Producer: Scott Russell
Printer: SleeveCo
Photography: Clinton Hussey
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