become increasingly discerning, brands continue to up their game in terms of delivery. Panda is one of the latest to do so with a fresh new brand and pack designs, created by specialist branding and packaging agency, Robot Food.Many parents of today affectionately remember Panda drinks from their playground and tuck shop days. What many of them might not be aware of, is that Panda has since transformed its fizzy, artificially colourful products to a range of refreshing fruity still drinks, made with no added sugar and only natural colours and flavourings. This was the challenge facing the brand.
Panda asked Robot Food to help reposition the brand and articulate their range of naturally flavoured waters, still juices and squash. The aim was to appeal to health-conscious mums, be seen as relevant in today’s market, and establish Panda as a leading brand offering fruity refreshment for kids.
Robot Food used their RAD™ process (Research, Analyse, Define) to maximise opportunities and identify the perfect design positioning. The agency introduced ‘Refreshingly Fruity Fun’ as a strapline and the sub-brand ‘Splash’ to distinguish the flavoured waters from the still juices on shelf.
Building on the brand’s positive nostalgia, Robot Food developed a new playful personality around a cheeky young panda named ‘Melvin’. Each flavour variant (blackcurrant and orange & pineapple for Splash; blackcurrant and raspberry for still juices; Tropical Fruits and Summer Fruits for squash) was given its own vibrant illustration, balanced against the all-important natural credentials over a natural cream backdrop for maximum shelf-shout.
“Melvin is much friendlier, more animated and real than the previous brand character. Active and fun-loving, he interacts directly with the fruit on pack. Around him, we created credible messaging and honest claims in an approachable tone of voice. We were lucky enough to witness consumer feedback and our work has unanimously changed mums’ perceptions nationwide,” comments Mike Shaw, Client Director.
The result is a clean, contemporary brand that captures children’s imaginations and mums’ attention for all the right reasons. It’s a new heyday for a well-loved name.
“Retail customers loved Panda’s new direction and we are gaining new listings as a direct result. Panda will now be available in Tesco, Asda, Ocado and Booths within grocery from the 1st of June, and in selected wholesalers nationwide from July. We have no doubt that the new design will help drive trial and penetration, allowing us to build on the brands +6.1% YOY value growth we’re seeing at the moment,” concludes Nina Utley, Panda brand manager.
