Playground and tuck shop favourite Panda is back having undergone a transformation from fizzy, artificially coloured products to refreshing fruity still drinks, made with no added sugar and only natural colours and flavours.
Panda engaged Robot Food to help reposition the brand and articulate its range. The agency introduced new strapline ‘Refreshingly Fruity Fun’ and the sub-brand ‘Splash’ to distinguish flavoured waters from still juices, with the brand’s positive nostalgia used to develop a new playful personality centred on a cheeky young panda named Melvin.
Each flavour variant has been given its own illustration, balanced against the new all-important natural credentials, with a natural cream backdrop used to help gain maximum shelf stand out.Nina Utley, Panda brand manager, commented: “Retail customers loved Panda’s new direction and we are gaining new listings as a direct result. Panda will now be available in Tesco, Asda, Ocado and Booths within grocery from 1 June, and in selected wholesalers nationwide from July. We have no doubt that the new design will help drive trial and penetration.”
Mike Shaw, client director at Robot Food, added: “Melvin is much friendlier, more animated and real than the previous brand character. Active and fun-loving, he interacts directly with the fruit on pack. Around him, we created credible messaging and honest claims in an approachable tone of voice. We were lucky enough to witness consumer feedback and our work has unanimously changed mums’ perceptions nationwide.”The clean, contemporary brand hopes to capture children’s imaginations and mums’ attention, with hopes of a new heyday for a well-loved brand.