“The new packaging is an exciting and modern evolution of the previous design”, says group brand manager at Appletiser SA PTY LTD, Denese Pillay. The new design is more streamlined, so the logo is more legible and it is now easier to identify the Tiser variants on the shelf, with a white typeface and bold graphics. For the first time, there is a “window” in the shrink wrap of the six packs, making the bottles clearly visible. A key advantage to the new packaging is claimed to be the increased shelf impact across the range of bottles and cans. The body label has been simplified accentuating the key brand intrinsics.
Along with the new look, comes the announcement of the new pay off line, Deliciously Good for Me. “Our aim is to emphasise the fact that Appletiser is a daily reward, one that can be enjoyed at any occasion, anytime, providing a feeling of guilt free indulgence,” says Pillay.
The launch of the new packaging is to be supported above the line with a television commercial and a print campaign. A below-the-line PR campaign has been planned for consumer media. The new packaging across the range of Appletiser, Red and White Grapetiser and Peartiser began filtering into leading retailers from October 2008.
