Apple juice brand Copella has unveiled a new look aimed at appealing to a younger audience, strengthening the brand’s equity, and improving its impact on the supermarket shelf.
Following a solid start to 2023, with 5% growth year-to-date, the identity update is part of a wider repositioning strategy to maintain Copella’s share of growth. The contemporary new look visualises the juice’s hero ingredient, the apple.
Jessica Perry, Senior Brand Manager, Copella, said: “Whilst we know that consumers are watching what they spend, they still enjoy choosing brands made from high-quality ingredients that have been expertly crafted and taste delicious. This new look focuses on the green apple icon putting our expertise and quality ingredients at the core of what we do: tasting good, doing good and making you feel good.”
The apple icon, along with a refreshed Copella logo, represents a consistent look and feel for the brand across the portfolio. The new pack designs will play out across the entire flavour range, with all SKUs individualised with artwork denoting the fruits that go into each bottle.
Copella currently has a 14% value share of the chilled juices category. Perry added: “Copella is still the number one apple juice brand in the category with the highest shopper loyalty, confirmed by consistently positive consumer feedback. Our redesign and supporting marketing campaign will strengthen our position and ensure we are delivering for retailers and consumers alike with the full flavour range.”
NAM Implications:
- Category-leading drinks brands tend to be cautious re any change in container appearance…
- A bold move by Copella.
- Fingers crossed…
