Dow Design Agency Re-brands Frucor’s McCoy Juice

Dow Design Agency Re-brands Frucor’s McCoy Juice
SHARE
THIS



Frucor’s McCoy juice has launched a re-brand from Auckland’s Dow Design agency.

When Frucor and Dow Design ran the ruler over the market and the existing McCoy pack, it seemed the foodie revolution had bypassed the juice aisle.  The fruit juice aisle hadn’t evolved at the same rate that foods had and there was a need to bring exceptional design and premium appeal to the shelf.

McCoy Juice Before After

But according to Dow’s creative director, Donna McCort, “The category was becoming more confusing, which wasn’t helping McCoy. As the rest of the supermarket was going all Masterchef and MKR, the juice aisle lacked some of these authentic food cues.  So we took the single fruit essence of the brand, and injected it with sophistication and craft.  Hence the black background, the real, still life quality of the fruit and the natural splashing juice that although transformational, cues authenticity and remains true to the real McCoy”.

“The packs don’t just look stunning, they have captured the true essence of the brand, The Real McCoy, but in a progressive way that reflects important food trends.  That’s a very difficult branding task to pull off so distinctively for a product as established as McCoy. So we are absolutely delighted with the results,” says Joel Reichardt, senior brand manager for McCoy.

Recipes have been introduced on the back of packs in the new design, giving consumers creative new ways to use their favourite McCoy product. The new McCoy packs are appearing on shelf this month.

Please login with linkedin to comment

Latest News

Fairfax Appoints Philippa Walker As Head Of Travel
  • Media

Fairfax Appoints Philippa Walker As Head Of Travel

Following the recent restructure of its commercial division, Fairfax Media has appointed Philippa Walker to oversee the Travel vertical within Australian Metro Publishing (AMP) business which includes The Sydney Morning Herald, The Age, The Australian Financial Review, Brisbane Times, WAtoday and more.  In late 2017, the commercial teams were reshaped with a vertical focus under […]

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year
  • Advertising
  • Media

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year

The local out-of-home (OOH) industry increased its net media revenue by 6.03 per cent in 2017 to $837.1 million, signifying its eighth consecutive year of growth. According to figures released by the Outdoor Media Association (OMA), net revenue for the OOH industry grew 4.5 per cent in the final quarter of 2017 to $252.7 million. Digital […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine