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

How a visit to the dentist helped Muthar Kent get ahead in business

Want to know how to make it to the top of the beverage business? According to Muhtar Kent, it's all about the networking....

BLOG

What's on offer in the UK off-trade?

A red sticker to a shopper is like a red rag to a bull. And as the masses charge at the deals, UK off licences and supermarkets are finding new and novel ways to entice the herd. ...

BLOG

Hennessy's time capsule is for the ages

To celebrate its 250th anniversary, Cognac brand Hennessy is trumpeting a virtual time capsule, making a parallel between it and a barrel of Cognac....

BLOG

Monster Beverage Corp backs the right horse

Rarely do sponsorship deals pay off so quickly. ...

just-drinks homepage



Forgot your password?