Most brands can’t rely on the same look and feel forever – which is why there’s been such a boom in soft drink brands reimagining their image.
Consumer tastes and visual trends are constantly shifting. That’s why even the most loved brands have to have a makeover every once in a while. Fail to keep pace, and you can very easily lose your fizz.
With that in mind, let’s take a look at the biggest and most successful brand shakeups in the Drinks industry so far this year…
The 6 best soft drink rebrands in 2023
This year has been one of financial struggle for many consumers.
As a result, lots of them have ditched brand loyalty to focus instead on more cost-effective shopping. You only need to look at the rise of discount grocers in the UK to see how shopper sentiment has shifted.
So, for brands that don’t want to drop their prices, it’s become essential to emphasise brand value. That’s where rebranding comes in for some of the UK’s biggest drinks brands.
The most recent rebrand came from Fanta. While a global, much-loved player in the soft drinks game, until this year Fanta did not have a consistent brand image. Pretty shocking considering the brand has been on shelves for more than 60 years!
Now, though, with a new design created by The Coca-Cola Company and creative agency Jones Knowles Ritchie, the brand has a truly global, unified look that aims to appeal to all age groups.
Try the irresistible new taste…
Modern, angular, and bold, the new logo is meant to reflect the ‘attitude’ of the product. And, according to Coca-Cola’s global vice-president of design Rapha Abreu, that attitude is all about spontaneous fun and play.
Rather than looking ahead, PepsiCo’s chief design officer Mauro Porcini wanted to hark back. Released to mark the brand’s 125th anniversary, the new look reintroduces some of the design features of Pepsi’s 1990s branding.
A retro take on Pepsi’s new look.
The new logo has the flatter globe of older iterations, and darker, bolder text that sits in the centre. So, as well as reminding consumers of the brand’s rich history, the updated look is also said to better reflect its “bold and energetic” identity.
PepsiCo hasn’t stopped there. As part of its push towards brand renewal, the company has also revealed an all-new look for 7UP.
An uplifting new design.
The redesign is about uplifting consumers, with modern, eye-catching branding in the signature 7UP colours. It’s the product’s first rebrand in seven years, and combines 3D-effect elements and ‘new energy’ with a nod to the brand’s long heritage.
Moving out of the fizzy drinks market for a moment, let’s have a look at the recent Robinsons squash rebrand.
Robinsons’ new brand focuses on real fruit.
Britvic, the brand’s parent company, revealed a new look for this product line back in March. Announced as part of a major marketing push, the new brand identity is modern and vibrant, with a design that draws attention to the real fruit within the product recipes.
This one isn’t so much a rebrand as a complete overhaul. After 50 years, the Lilt brand has been scrapped – for good. Now, the ‘totally tropical’ soft drink has been reincarnated as Fanta Pineapple & Grapefruit.
Lilt’s all-new replacement: Fanta Pineapple & Grapefruit.
The idea was to make Lilt ‘fit in’ with the Fanta family, following declining brand health. But, for many consumers, Lilt was a uniquely nostalgic brand. So, it’s going to be interesting to see how this transformation impacts sales. Will it revitalise or diminish the drink’s impact on shop shelves?
One brand – Tango – has taken a different tack entirely. Aiming to breathe fresh life into the product line, parent company Britvic has reinvested in Tango’s infamous advertising. The logo and packaging will, however, stay the same.
Do you still ‘know when you’ve been Tango’d’?
Tango’s ads used to be among Britain’s most memorable. Does the line ‘you know when you’ve been Tango’d’ ring any bells? But, since the 1990s, the brand’s advertising has never quite managed to hit the same level of ubiquity.
Now, a new, higher-budget approach, infused with the well-remembered, silly style of earlier ads, has hit our screens. We’re wondering how this will affect brand performance – especially compared to the brands that have received a more thorough rebrand.
So, which is your favourite of all the rebrands?
The secret to successful rebranding
Rebrands are complex things driven by myriad trends, shifts, and other market factors.
Perhaps, like many in this list, you want to reinvigorate your brand’s image. Or maybe you want to attract the attention of the ever-increasing number of health-conscious consumers. Whatever the reason, though, it’s important to have a team on board that understands your market inside and out.
More and brands are aiming to improve consumer loyalty while attracting newly emerging markets.
In reaction to these trends, we’ve noticed a rise in demand for Drinks talent with specialist marketing experience.
Access leading talent in your sector today – get in touch to brief us on a role:
Call us: 0333 772 7200
(Image credit: Marketing Week, Dezeen, BBC News, iStock)