Sparkling Fruit Juice: ‘Mediocre design dominates’
“With the exception of a few names (Izze, GuS, Main Root, RW Knudsen), most brands in the sparkling fruit juice category saw their brand equity significantly pulled down by their packaging,” Affinnova said, adding that this was surprising given clean, bright, colourful packaging cues.
Pepsi’s Izze (pictured) led the pack, with its packaging design seen as 'wholesome', 'modern', 'spirited' and 'positive', 'premium', 'clean' and 'natural'.
“The study found that consumer already have a great perception of Izze’s brand through advertising. Izze’s package design, however, is able to lift brand perceptions even higher across many key dimensions.”
Small brand Q Orange also performed well – only suffering from lack of overall brand awareness with consumers and limited distribution – but Ocean Spray underperformed relative to all packaging designs in terms of standout and suffered negative scores in 9/12 brand characteristic areas.
There was also bad news for Suntory-owned Orangina. “Orangina invented the sparkling fruit juice category, but its package design was seen as cheap and outdated,” Affinnova’s analysts wrote.
“Orangina benefits from above-average recognition in many areas, but its design pulled its down in every personality attribute, and made it the lowest brand performer in the study,” they added.