Blog: Chris Brook-CarterBrand new

Chris Brook-Carter | 8 September 2003

As you'll see in today's news I attended Diageo's re-launch of its flagship brand Smirnoff on Friday. Though any tinkering of such a colossal brand would be newsworthy this really is a quite an overhaul.
See our news section for an image of the latest design.
As for the just-drinks jury - well it's still out.
Personally I liked the "old" design (in fact its less than five years old). Crisp, clear and understated, it had a timeless appeal that I thought reflected its world leading position.
The new design is a bold attempt to be contemporary and is clearly aimed at the clubbing classes. However, in seeking to be contemporary Diageo has run the risk of cheapening its image and while it may look great on the RTDs when they are re-launched in the same style next year, it may quickly look dated on the parent product.
That said, according to Diageo, 75% of those tested in market research preferred the new design. And indeed that was the ratio that favoured new over old in a quick straw poll here in the office.
So what do I know?

If you have any thoughts let us know by emailing: editor@just-dinks.com

BLOG

Make way craft, here come the indie brewers

Could it happen? According to this report, a section of the beer community wants to ditch the word craft. They prefer instead the term “Indie” for brewers they believe follow the enlightened path of t...

BLOG

Kent's dire warning puts Coca-Cola woes in the shade

The global elite were in Switzerland last week for the World Economic Forum in Davos, the annual corporate huddle for the rich and powerful. The CEO of The Coca-Cola Co, Muhtar Kent, was there too, de...

BLOG

PepsiCo wakes up and smells the latte

With The Coca-Cola Co stealing yesterday's limelight with its new united marketing strategy for brand Coke yesterday, a Forbes interview with PepsiCo North America Beverages' new CMO, Seth Kaufman, sl...

BLOG

Coke Life threatens Coca-Cola's united front

It is a bold attempt to regain a measure of control in the ever-spiraling debate about sugar. But will The Coca-Cola Co's new marketing strategy - which for the first time ties all of the Coke family ...

just-drinks homepage



Forgot your password?