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Fresh Prigat by Grapefruit
FOR IMMEDIATE RELEASE
CONTACT
Ştefan Liuţe
Strategy Director
Tel/Fax: +40 (332) 403435, 403433
E-mail:
Bucharest, July 22, 2008 – Grapefruit designed the packaging for Prigat, one of Romania’s most popular non-carbonated soft drinks.
The rebranding process was meant to strengthen its competitiveness on the market and support its positioning as a premium brand. Hence, Grapefruit designed the new product packaging through a process which spanned over six months.
The new product packaging keeps to the fruit imagery, but only in the background, and brings to the forefront energetic people, caught in full motion. Additionally, the white background offers a distinctive natural feel to the brand.
“Our brief was first of all to create a different and innovative package design. It rarely happens for a client to show openness and innovation in an industry such as the FMCG, where mainstream solutions dominate the shelves. Prigat succeeded in becoming a relevant and different brand (natural energy being an attribute almost exclusively owned by Prigat), and the new package design further supports this attitude”, said Marius Ursache, Chief Creative Officer Grapefruit.
Andreea Nicolcea, Senior Brand Manager Prigat stated: “It all began with our customers, they were our inspiration when we decided to change the packaging and to reserve them a special place on the label. So, when Grapefruit first came up with their proposals we knew that they were that extra something we were looking for. It wasn’t at all difficult to find numerous situations when we all need energy for everyday activities such as running to catch the bus, jumping over puddles or coming down a flight of stairs.
What first impressed us when we started working with Grapefruit was their deep understanding of the non-carbonated soft drink category. Their proposals ranged from mainstream to very unconventional approaches, all in full compliance with the brief. Grapefruit’s take on the matter was in direct accordance with our wish to innovate. As a result we succeeded in creating a groundbreaking package design.”
Prigat is a brand of non-carbonated soft drinks which, for over ten years, has been offering its consumers the necessary energy for daily activities.
The Prigat brand is bottled and distributed in Romania by Quadrant Amroq Beverages, member of the Pepsi Americas Group.
Grapefruit is a Romanian branding consultancy, with offices in Iasi and Bucharest. The Grapefruit portfolio holds more than 100 clients in 13 countries on 4 continents, including Antibiotice, Pfizer, Dacia, Vodafone, Banca Transilvania, OTP Bank, British Council and Realitatea-Catavencu. Grapefruit was the most widely nominated and awarded Romanian agency at Rebrand 100 (USA), Identity: Best of the Best 2007 (Russia) and Pentawards (France).
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