We wanted to make our packaging match the great taste experience that our consumers love us for, and ensure that our branding was really easy to recognise.
Our new pack design features fruit illustrations, bringing to life the taste appeal of each of our delicious, unique flavours. Fresh, vibrant colours and our new refreshed branding allow our delicious flavours to be easily identified, enabling consumers to shop the range with ease.
Currently rolling out into market across Australia and NZ, all 6 flavours in 330ml and 750ml formats will feature the new pack design.
Launch support includes a fresh new campaign from August 10th across all of our owned social channels, as well as activations in our key ANZ grocery customers Woolworths and Countdown, as well as with our partners across the Petrol & Convenience channel.
Amplify’s new look will recruit the next generation of kombucha drinkers, whilst staying true to its roots. “Consumers love us for our delicious taste” says Product Technologist Megan Taylor-Smith. “Our brewing process, flavour profile and natural ingredients remain the same, so that we can continue to surprise and delight people with our great taste experience”.
Like all great ideas, Amplify Kombucha was born from a small team of passionate people with a thirst for change and a live symbiotic culture growing in the back of our test kitchen at our parent company, Frucor Suntory.
Since then, Amplify Kombucha has fermented into something much bigger to fill a void many New Zealand and Australian consumers craved for. “Drinkers are often faced with the trade-off between choosing something delicious, that isn’t great for your body, or something healthy that lacks flavour” says Amplify Brand Manager Carrie Shaw. “It was important to us to create a drink that was not only tasty and refreshing, but is actually good for you”
To make sure we gave Amplify the right look – which reflected the goodness and delicious taste packed inside – we made sure to put consumers at the heart of each step, says Carrie.
“Our redesign process involved testing with consumers at every step of the way; through shopalongs, focus groups, online community panels and in depth interviews. The designs received a brilliant reception throughout the research process, and we cannot wait to see them on shelf”
Whist the kombucha category has grown significantly over the last few years, there is still significant headroom to grow. Amplify aims to recruit the next generation of Aussies and Kiwis who want to make healthier, everyday choices.
“74% of consumers want to eat more healthily, but aren’t prepared to compromise on taste. Amplify is not only delicious to taste, but it is actively good for you – making you feel good on the inside so that you can be your best on the outside” says Senior Brand Manager, Joseph Lanham. “It’s a win win!”