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Anthem Worldwide Refreshes Magners Brand for APAC, Launches Newly Designed Range as well as New Juicy Apple Flavour

Anthem Worldwide Refreshes Magners Brand for APAC, Launches Newly Designed Range as well as New Juicy Apple Flavour

Anthem Worldwide Refreshes Magners Brand for APAC, Launches Newly Designed Range as well as New Juicy Apple Flavour

Anthem Worldwide, a global creative agency that actively connects brands with consumers by amplifying desirability from package design to brand campaign to drive brand performance, has partnered with Magners to refresh its cider range across APAC.

To ensure consistency across the region, Magners partnered with Anthem Worldwide (Singapore) to re-design and create a cohesive packaging label design system across all variants and sizes. This also included secondary packaging designs, collateral and engaging instore point-of-sale management touchpoints within retail environments. Including a new and innovative flavor Juicy Apple, Magners sets out to excite experience-centric consumers.

"Understanding how APAC consumers connect within the respective markets is a crucial part of our discovery process when crafting a unique drinking experience. Together with the Anthem team in Singapore, we managed to unearth new insights into consumers' self-expression journeys. This was fundamental to defining the user experience for Magners and we are motivated to witness its launch in Asia." – Andrew Herd, Marketing Manager, C&C International

From insight to execution, both teams conducted extensive immersion activities, category analysis and audit sessions within the target markets in APAC. Gathering views on the cider consumption experience from a diverse range of internal and external stakeholders, cultural nuances and common drinking rituals in distribution markets were key to re-defining the brand experience. 

Based on the value proposition of "real fruit, real cider", the Anthem team spearheaded the creative strategy including key visual generation, brand re-positioning and point-of-sale touchpoints. 

The new product range is scheduled for rollout within Australia, New Zealand, China, Hong Kong, Singapore, Taiwan, Thailand and Vietnam.