Liqui-Fruit has introduced its new “Nothing Quite Like It” campaign with a fresh commercial airing on free-to-air channels and supported by communication on key channels such as social, Out-Of-Home and In-Store. The campaign unveils redesigned packaging which is bold and colourful intentionally crafted to ensure ease of identification on shelf, a new tag line and tone that embodies the brand’s vibrancy, boldness, and exuberance. This move showcases the brand’s transition, innovation, and growth while remaining true to its 50-year legacy.
Liqui-Fruit’s refresh represents a bold and audacious step that goes deeper into the brand’s essence, purpose, and value proposition to drive relevance and consumer resonance. This novel approach cements Liqui-Fruit’s position as the country’s number one juice brand, ensuring it features in spaces where people socialise and gather. “Our new campaign employs bold, fresh, and memorable imagery to reinforce the brand’s essence, showcasing that it still contains nothing but fruit, and represents the reimaging of every day moments that need to be celebrated and savoured”, states Lindiwe Gumede, Marketing Director for Beverages at PepsiCo SA,”
Gumede notes that the new campaign responds to consumer research indicating that Liqui-Fruit is more than a thirst quencher. “Liqui-Fruit is a well-established brand, which has now evolved to meet consumers’ needs,” she explains. “Feedback from consumer research revealed that it embodies a certain attitude and lifestyle, beyond being a refreshing drink. This is further reflected in our revamped packaging design which demonstrates our dedication to delivering quality and refreshing fruit juices that South Africans have come to love and trust.”
“One of South Africa’s most cherished brands has reinvented itself for a new, sophisticated generation. As Mzansi’s first long-life fruit juice, there genuinely is ‘nothing quite like it.’ This summer, Liqui-Fruit, with its wide range of favourite flavours, perfectly and uniquely blended, is an essential companion – a summer without Liqui-Fruit would be incomplete,” concludes Gumede.
