February 26, 2013 | 2 Comments
Designed by Williams Murray Hamm | Country: United Kingdom
“Purity Soft Drinks, today unveils plans to completely overhaul its leading brand – JUICEBURST™, which will be completely digitally interactive using Blippar technology. The brand, valued at £30 million, will receive a new look and feel and marketing campaign to support the launch.
New packaging, created by London based brand design agency, Williams Murray Hamm, will be unveiled at the start of February making JuiceBurst ‘the world’s first digitally interactive soft drink brand.’ New to the industry, the interactive labelling will be incorporated across the entire JuiceBurst range. The fruit on each label will literally burst off-pack for consumers who have the easy-to-download Blippar app on their smart phones. The exploding fruit will reveal links to JuiceBurst social media channels inviting further consumer engagement including consumer competitions.”
“Garrick Hamm, creative director of Williams Murray Hamm, the agency behind the design of the JuiceBurst new look said; “It’s typical WMH – taking the brand name JuiceBurst and putting an idea behind it. The clue is in the name. It’s packaging as media. A series of ‘outbursts’ with the pack literally shouting from the shelf as the fruit ‘bursts’. Artem, the special effects company behind some of the opening ceremony scenes at the Olympics, blew the fruit up for us whilst the action was filmed at high speed. We just loved the idea of people watching the bursting fruit on their smart ‘phones as they shop the fixture. I don’t think anyone’s done that before’.”