Purity Soft Drinks brand JuiceBurst is set to roll out new packaging and a new marketing campaign next month, as the brand looks to become ‘digitally interactive’.
The fruit on each label will literally burst off-pack for consumers who have and use the Blippar app, with this then leading to the brand’s social media pages to encourage discussion.
As well creating the core brand idea, designing the new look graphic and structural packaging and producing the films of the bursting fruit for the fully interactive packs, Williams Murray Hamm has crafted individual JuiceBurst 'stories' to give each fruit its own personality and voice.
Garrick Hamm, creative director of Williams Murray Hamm, said: “It's typical WMH - taking the brand name JuiceBurst and putting an idea behind it. The clue is in the name. It’s packaging as media. A series of 'outbursts' with the pack literally shouting from the shelf as the fruit 'bursts'.
“Artem, the special effects company behind some of the opening ceremony scenes at the Olympics, blew the fruit up for us whilst the action was filmed at high speed. We just loved the idea of people watching the bursting fruit on their smart 'phones as they shop the fixture. I don't think anyone's done that before.”
Jon Evans, marketing director for Purity Soft Drinks, said: “We are extremely excited about bringing Blippar technology into the soft drinks sector. It’s something our core target audience, 18 to 24 year olds, know all about and use frequently via their smart phones. By completely overhauling our packaging and making it interactive we feel it will not only stand out on shelf and in-store but also create greater engagement with our consumers.”
Purity Soft Drinks hopes to make the brand ‘the world’s first digitally interactive soft drink brand.’