The brand has been around for over 50 years, but it has not reached its full potential, nor has it capitalized on all the opportunities presented shifts in consumption habits towards healthier drinks.
That’s why its previous owner, SABMiller, decided to take it to the next level by repositioning the brand.
Throughout the 20 month-long project, we attended 3 workshops in Johannesburg and Cape Town, supplemented with continuous, fast-moving work and coordinated by the Global Brand Team.
We developed a new brand spirit, DNA as well as a new creative territory. This led to the creation of the new creative platform and the brand’s first global campaign.