19 June 2009
Sunmagic is relaunching its range of fruit drinks and smoothies this summer, with outdoor advertising and updated packaging.
Multiple Marketing brand Sunmagic originally launched in 1997. Until now, the company has been working on building distribution networks rather than marketing its products directly to the consumer.
Sunmagic used design company O’Connor Design to redesign its product packaging, which now features colourful pictures of fruit. The company hopes these are bright and bold enough to make the product stand out on the shelf but it will be also using “wobblers” in store, which are promotional displays that are stuck onto the top of a bottle or shelf to create a wobbling effect.
This campaign aims to raise overall customer awareness and drive sales. “We are focusing on major cities,” says Sunmagic brand manager Razin Ali. “We will be featuring the products on billboards, bus shelters and, later, in the consumer press.”
Ali says the drinks company is most keen to capitalise on the health market. He says that Sunmagic is now at a stage where it intends to compete with brands such as Ocean Spray and Just Juice. “We have reached a tipping point between distribution and brand awareness,” says Ali. “We are now ready to maximise our brand awareness. We took that opportunity to go back to our values, which are health, quality and value for money. With this relaunch we want to make sure that the Sunmagic range is seen as bright and fresh, as well as showing we understand that the consumer wants a healthy, refreshing product.”
Sunmagic is also targeting the children’s drinks market, launching a “school-friendly range”, which it says is designed for lunchboxes and cafeterias. It is currently in talks with train company GNER to include cartons as part of meal deals offered on board GNER trains. “We hope that this will build brand awareness,” says Sunmagic spokesperson Emma Park.
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