Maaza steps up a notch in catching the eyes of millennials this summer
Coca-Cola India has revamped the look and feel of its mango beverage brand, Maaza. As the brand is moving ahead in its journey towards becoming a billion-dollar brand, the new look has been designed to keep it contemporary and relevant to the new consumers. The new look has been done by independent brand design agency Taxi Studio.
Indulgent colourways have been introduced to portray the rich immersive experience of real mango and evoke the look and feel of an Indian sunset. The refreshed design allows for the brand to take ownership of Alphonso mangoes by denoting the distinct mango shape through a blend of graphic mango illustration and the mango juice itself – reinforcing the idea that ‘Maaza is mango’. The bottle’s mango juice drip and mango leaves have been brought to life through a realistic illustration style and the back of pack story-telling further secures the brand’s new positioning of ‘innocent indulgence’.
A premium Maaza Gold variant has also been introduced with a smoother and thicker juice that differentiates the master-brand identity from the core range. The Maaza Gold variant offers premium-ness and indulgence in every sip, which has been translated in its visual appeal too.
The revamped Maaza bottles and tetra packs will be available in markets from March 2019. The campaign will be supported by a new ad in Hindi and vernacular languages featuring Aditi Rao Hydari and Rakul Preet Singh. The actresses are seen grooving to the track by AR Rahman while taking indulgent sips of Maaza from the revamped bottles.
Srideep Kesavan, Director – Juices at Coca-Cola India, commented, “Maaza has always been the market leader and innovator since its launch in 1976. It is synonymous with mangoes in a bottle and its rich, smooth and indulgent Alphonso mango taste makes it loved in every part of India. The challenge was to have a packaging that makes it look as desirable as the beverage inside. We collaborated with one of the best design agencies in the world to tackle this challenge and bring a stunning new look to life.”
Elaborating on the redesign process, Pam Partridge, Design Director at Taxi Studio, said, “During our trip to India to meet the Coca-Cola team for the brief, we got a chance to understand and experience the country’s cultural nuances and varying points of sale for Coca-Cola India and its brands. Using the market insights and learnings, we identified the fact that Maaza’s intrinsic product credentials enabled a moment of ‘innocent indulgence’ in consumer’s everyday busy lives. With the brief now in place, we developed a range of design concepts for testing. The most successful route emerged from research and a new future-proof visual identity system was born.”