Queensland-based FMCG marketer Golden Circle is relaunching with a new logo and new packaging and a return to TV advertising after several years off air.
The moves are part of a major new revitalisation strategy for the 50-year-old icon brand being led by Golden Circle CEO, Steve Morrow, who was appointed just over a year ago.
Also new to the company is marketing director, Tony Scanlan, the chairman of Bundaberg Rum who started in his position at Golden Circle seven weeks ago. Scanlan is a former marketing chief for Diageo and SPC.
The new logo—the first change to it in 25 years—will appear on a new range of chilled juices Golden Circle has launched aimed at families, its core market, and will be rolled out to all of its 700-plus product range over the coming months.
The juice range launch will be supported with TV and outdoor advertising that will launch later this month. The campaign represents a return to TV after several years off air.
Morrow said the new look for the Australian iconic brand was aimed at helping Golden Circle retain its relevance to consumers by giving it a more modern look.
“We know from research that consumers consider Golden Circle a trusted, value-for-money brand, but to stay relevant we need to move with the times,” Morrow said.
