Being a popular beverage brand, Coca-Cola India has launched its Mango flavored Maaza in a new summer avatar. From now on you will get to see Maaza packaged in a cooler look compared to the previous branding. The company has done this keeping in mind the strategies of moving towards becoming a billion-dollar brand. The new look has been designed to keep the young generation and relevant new customers in mind.
Talking about this rebranding Srideep Kesavan, Director – Juices at Coca-Cola India said,
“Maaza has always been the market leader and innovator since its launch in 1976. It is synonymous with mangoes in a bottle and its rich, smooth and indulgent Alphonso mango taste makes it loved in every part of India. The challenge was to have a packaging that makes it look as desirable as the beverage inside. We collaborated with one of the best design agencies in the world to tackle this challenge and bring a stunning new look to life.”
An advertising campaign has also been launched featuring Bollywood actress Aditi Rao Hydari.
Pam Partridge, Design Director at Taxi Studio, said,
“During our trip to India to meet the Coca-Cola team for the brief, we got a chance to understand and experience the country’s cultural nuances and varying points of sale for Coca-Cola India and its brands. Using the market insights and learnings, we identified the fact that Maaza’s intrinsic product credentials enabled a moment of ‘innocent indulgence’ in consumer’s everyday busy lives. With the brief now in place, we developed a range of design concepts for testing. The most successful route emerged from research and a new future-proof visual identity system was born.”
Coca-Cola wants to rule the Mango flavor beverage market. This new branding has been done to give a refreshing feel to the customer by denoting the distinct mango shape through a clever blend of graphic mango illustration and the mango juice itself.
Also, the company has launched Maaza Gold variant – a smoother, thicker juice, differentiates the master-brand identity from the core range. Maaza gives us a new example of how brands give importance to the little things while planning package designing of their products.
Quotes source: BrandEquity