Developing a new brand for The Coca-Cola Company’s 5th largest brand, Aquarius. A refreshing, low-calorie range appealing to a broad, health-conscious demographic.
A new refreshing low-calorie soft drink with benefits that comes in two flavour varieties; Lemon & Lime and Tropical, Aquarius Vive, to join the rest of the Aquarius family. Initially, Aquarius Vive was to launch as a 330ml can and 1.5l bottle.
P&W worked very closely with Danae Blanco, Senior Brand Manager of Aquarius on every element of the brand launch, including Aquarius Vive’s packaging designs, Aquarius promotional multipacks, POS materials and the brand’s extensive corporate guideline document. The light pack colours indicate that the flavours are subtle and that the number one focus of the brand is on providing hydration, rather than sugary sweet flavouring.
P&W worked on every element of the brand, from artworking the baobab leaf background to photographic management for advertising. The refreshing, vibrant colours of the packaging complement the revitalising liquid perfectly. With the Aquarius family already Coca-Cola’s 5th best-selling brand, Aquarius Vive was set to boost volume growth by 8.5% YOY.
We engaged with P&W on our new sub-brand, Aquarius Vive. At Aquarius, we take innovation very seriously and we found P&W’s creative contribution via the packaging designs, advertising and comprehensive brand guidelines surpassed our expectations.