Unilever launches AdeZ drink with Pearlfisher packaging
LONDON - FMCG giant Unilever has launched AdeZ, a blended fruit juice and soya drink, its first major new brand launch since its range of Chicken Tonight sauces.
The AdeZ packaging has been created by design agency Pearlfisher and tries to illustrate the colour and vibrancy of Latin America, where the drink, known there as AdeS, has been very succesful.
ADVERTISEMENT
The three flavours -- Mango and Apricot, Pineapple and Passionfruit, and Orange and Peach -- are retailing at £1.69 for a one litre carton at most of the big supermarkets.
With the debut of AdeZ, Unilever has entered the growing health-conscious smoothie market where the likes of Innocent Drinks and PJ have become established.
An interactive website to support the brand allows customers to vote for types of packaging they prefer. Pearlfisher says the new packaging design was instrumental in the look and feel of the website.
Unilever had recently been criticised by food campaign group Sustain for introducing a new labelling system that does not name unhealthy items.
Unilever shunned the Food Standards Agency's recommendation to adopt a traffic-light system to label foods.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.
Adez: package by Pearlfisher
Jobs
- Digital Content Manager, Sage UK Limited
- , North East England
- Account Manager, Livewire PR
- £27-33K, West London
- MARKETING MANAGER :: INTERNATIONAL PROPERTY COMPANY, Dylan*
- Up to £55k + fantastic bens, Central London
- STAFFING AGENCY :: INTEGRATED AGENCY, Dylan*
- ,
Comments