Purity Soft Drinks set to introduce new packaging for Juiceburst fruit drinks
UK-based soft drinks company Purity Soft Drinks is set to introduce new packaging for its fruit drinks brand Juiceburst by February 2013.
The company also plans to launch a new promotional campaign next month as it intends to become digitally interactive, reported The Drum.
JuiceBurst, which is valued at £30m, will carry an interactive soft drink label featuring Blippar technology.
The label will carry fruit, which will burst off-pack. Consumers, who have easy-to-download Blippar app on their smart phones, can tap into the JuiceBurst social media links revealed by the exploding fruit. This will enhance the scope for further engagement with consumers.
Purity Soft Drinks marketing director Jon Evans was quoted by Talking Retail as saying that the Blippar technology is aimed at the company's core consumers who are aged between 18 and 24.
"By completely overhauling our packaging and making it interactive we feel it will not only stand out on shelf and in-store but also create greater engagement with our consumers," Evans added.
JuiceBurst drinks are available in 13 flavors. Recently, the brand introduced JuiceBurst ACE and JuiceBurst Fairtrade variants.