The cola, produced under licence by Princes Soft Drinks, has been reformulated following extensive recipe research and consumer taste tests.
It has also been repositioned as a “no-nonsense brand without the hype often associated with other cola brands”, said a spokesman for Princes Soft Drinks. Revamped packs will also feature the strapline ‘It’s just a great new taste’.
According to TNS, the cola market grew 9% in value last year (52 w/e February 29 2004) but sales of Virgin Cola, which celebrates its 10th anniversary this year, have remained static over the past 12 months -
despite being the first to launch a vanilla cola variant in early 2003.
However, Princes is hoping to change its fortunes with a new tactical marketing campaign in September to communicate the new positioning of Virgin Cola, which will feature event-based campaigns and urban fly posters. “Virgin and Princes both felt that improving the recipe and relaunching the brand in 2004 was a great way to celebrate Virgin’s core values of innovation, quality, irreverence and fun,” said the spokesman. “We’re confident the new recipe will stimulate new consumer trial of the brand.”