Upbeat rebrands after ‘getting lost in a maturing category’

Upbeat rebrands after ‘getting lost in a maturing category’

Dairy protein drink Upbeat has been given a fresh look after realising its previous packaging lacked clear benefit and occasion communication.

While consumers bought the product (owned by The Good Whey Company) following in-store sampling, they were not picking it off the chiller shelves unprompted.

Conran Design Group created the work and focused on the ‘energy swirl’, which is based on the key product benefits: the long-term source of energy and goodness of whey. Through the new design, Upbeat is hoping to better target consumers who embrace exercise and ‘value clear nutritional information as part of a long-term healthier lifestyle choice’.

The brand is relaunching with a new variant, which is positioned as an everyday fitness drink with real fruit and protein.

Sophie Le Calvez, creative director, Conran Design Group said: “What was really exciting was that we designed not only a pack, but a brand language that powerfully expressed the product’s unique proposition, activated on the packaging as well as online, point-of-sale and advertising. We created a brand.”

The new drink will launch at a select number of retailers initially: Tesco; Waitrose; Sainsbury's; Holland & Barrett; and WH Smith Travel.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.