Juiceburst: the first digitally interactive soft drink brand

"New packaging, created by London based brand design agency, Williams Murray Hamm, will be unveiled at the start of February making JuiceBurst ‘the world’s first digitally interactive soft drink brand.’ New to the industry, the interactive labelling will be incorporated across the entire JuiceBurst range. The fruit on each label will literally burst off-pack for consumers who have the easy-to-download Blippar app on their smart phones. The exploding fruit will reveal links to JuiceBurst social media channels inviting further consumer engagement including consumer competitions.

Jon Evans, Marketing Director for Purity Soft Drinks and ex Britvic Head of Seed Brands, explains: “We are extremely excited about bringing Blippar technology into the soft drinks sector. It’s something our core target audience, 18 to 24 year olds, know all about and use frequently via their smart phones. 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.”

Garrick Hamm, creative director of Williams Murray Hamm, the agency behind the design of the JuiceBurst new look said; “It's typical WMH - taking the brand name JuiceBurst and putting an idea behind it.  The clue is in the name.  It’s packaging as media. A series of 'outbursts' with the pack literally shouting from the shelf as the fruit 'bursts'. Artem, the special effects company behind some of the opening ceremony scenes at the Olympics, blew the fruit up for us whilst the action was filmed at high speed.  We just loved the idea of people watching the bursting fruit on their smart 'phones as they shop the fixture. I don't think anyone's done that before’.

THE TOTAL PACKAGE

Alongside the new interactive Blippar enabled label, the new packaging will feature a sleek bottle to give greater standout and reinforce the brands quality credentials. In another industry first JuiceBurst will be launching their website via Pinterest one of the fastest growing social media platforms, this will encourage consumers to share content more easily. A full marketing campaign will be rolled out to support the launch including digital and social media, a consumer and trade PR programme and a sampling campaign.

As well creating the core brand idea, designing the new look graphic and structural packaging and producing the films of the bursting fruit for the fully interactive packs, Williams Murray Hamm has crafted individual JuiceBurst 'stories' to give each fruit its very own personality and voice.
JuiceBurst relaunch has been designed by multi-award winning and internationally recognised brand design agency, Williams Murray Hamm. As well creating the core brand idea, designing the new look graphic and structural packaging and producing the films of the bursting fruit for the fully interactive packs, Williams Murray Hamm has crafted individual JuiceBurst 'stories' to give each fruit its very own personality and voice.