By Benneth Oghifo
For many influential brands, the need to keep evolving in order to stay relevant and top-of-mind with consumers cannot be overemphasised. Brands adopt varying strategies including rebranding, repackaging and redesigning to retain consumer appeal. It is in this light that CHI Limited recently re-launched its Chi Happy Hour fruit drink, and rebranded it as “Happy Hour by Chivita” Fruit Drink. Happy Hour fruit drink now comes in new refreshing packs, with exciting new features that are appealing and distinct, a new logo and a new brand name “Happy Hour by Chivita” Fruit Drink.
The new design is stylish and comes in vibrant and unique colours of peach, purple, blue, lime green and groovy red. The colourful packs use storytelling and hashtags to communicate effortlessly with the consumer and are emblazoned with interesting visuals that delight the eyes. This visual communication is a great asset to help connect with consumers, reinforce personality of the brand and deepen the brand’s story.
In line with the brand’s aspirational and trendy outlook, every variant pack of the new Happy Hour by Chivita Fruit Drink tells a unique story of excitement and adventure. For instance, consumers can enjoy visuals of a camera, road and car with the #wanderlust hashtag or microphone, disc jockey and sunglasses with #partymode hashtag as well as guitar, trumpet and musical notes with #nonstop hashtag, among others. Each variant pack shares images that consumers can easily relate to in times of refreshment as they continue to enjoy the fruity goodness every pack offers.
With attractive variant names like Splashing Apple Peach Pear, Groovy Kiwi Mint Lime, Peach Pop, Totally Tropical and Guava Cheer, that connotes excitement and satisfaction, Happy Hour by Chivita Fruit Drink fully reflects its positioning as the best choice for fruity natural refreshment at all times.
Deepanjan Roy, Managing Director, Chi Limited notes that “Our brands’ messages are clear, concise and direct. Indeed, behind the Happy Hour by Chivita Fruit Drink name, the new package designs and the advertising campaign, is a strong, simple message, that effectively communicates the core value of the brand as a tasty fruity drink that is guaranteed to keep the consumer refreshed and satisfied. The new pack enables us to realign the look and feel of Happy Hour by Chivita with its fun-filled and non-stop goodness”.
The new pack also features on the brand’s social media platforms: Twitter, Facebook, Instagram and You Tube. In order to complete the makeover, Chi Limited also developed a new TV advert, introducing the new pack of Happy Hour by Chivita to consumers. The advert, through lively animations, brings to life the happy story depicted through innovative features & motifs on each variant pack.
Happy Hour by Chivita fruit drink is made from the best quality fruits for consumers who desire pure, and natural refreshment. It is available in 5 variants; Splashing Apple Peach Pear, Groovy Kiwi Mint Lime, Peach Pop, Totally Tropical and Guava Cheer and in 1 litre, 500ml, 315ml and 180ml pack sizes.