We have decided to move forward with 'rebranding' the drink as a healthy energy drink. The new audience will be young students/adult who are interested in keeping fit and eating healthy. i have looked at some other brands that have rebranded themselves and become more established on the market.
Juicy waters rebranded themselves as 'this water' the new design is much more contemporary and in all looks more delicious to drink. I also feel even though this isn't advertised necessarily as a healthy drink, it is a healthy alternative to other drinks, similar to feel good drinks. I really like the illustrations and large type face, being the most prominent designs on the label, the rest is just plain and i think this gives a really nice 'loverly jubbely' feel.
Lucozade, originally seen as a house hold medicinal drink, rebranded its self as an energy drink using olympic champion Daley Thompson in 1983-84 some one who needed limitless amounts of energy in order to perform his sport. An ideal match was made for the rebrand campaign by introducing a world know athlete drinking a 'high performance' drink. The message Lucozade send out is what ever your level of sport, preparation is key and, Lucozade is a part of that. I think it is important we take some of theses key aspects Lucozade have held onto and use them wen considering our 'rebrand.'
a really useful Lucozade website ... http://www.brandrepublic.com/InDepth/Features/232378/Superbrands-case-studies-Lucozade/
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