Soft drinks brand Panda has toned down its packaging in a bid to get away from its fizzy drinks image – three years after parent company Nichols axed the Panda Pops range.
Brand manager Nina Uttley admitted that although there was a lot of affection for the brand, awareness of its no added sugar positioning – which was implemented in 2006 – was not good.
The revamp has introduced a clearer, cleaner look across the packs, along with a new character and improved descriptions to boost its appeal to its core audience – mums of four- to eight-year-olds, according to Nichols.
The flavoured waters have also been renamed ‘Panda Splash’ to differentiate them from the juice range. The new packaging will be available in Tesco and Asda from 1 June (£1.99/250ml six-pack), with singles available in wholesalers Makro and Bobby’s from 1 July.
A back-to-school marketing campaign will be launched in the autumn.
The company said value sales of the still and squashes range grew 6.1% to £657,000 [Nielsen MAT 1 Mar 2014]. Total value for the Panda brand was £1.8m, according to Vimto UK.
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