Ugly Drinks has given its lineup of fruit-flavoured sparkling water a major shakeup, axing one variant and adding three more while giving its packaging a new look.
Set to roll out in August, the overhaul aimed to bring Ugly “to life in a way that really communicates to and resonates with millennial consumers” said the soft drinks startup.
The sugar-free range has added Triple Berry, Orange and Tropical flavours – with the latter replacing Grapefruit & Pineapple while “maintaining a similar flavour profile”. The trio joins Lemon & Lime in a 330ml can (rsp: 99p). A new six-can multipack will also be available (rsp: £5.89).
A design revamp introduced “a fun, vibrant and rebellious” look, said Ugly. The U of the brand’s logo now resembles a tongue – to encourage consumers to hold a can in front of their face to imitate sticking out their tongue “and being rebellious”.
Millennials were “looking for transparent and authentic brands – and in the soft drink sector that could be hard to find” said Hugh Thomas, who launched Ugly last year with partner Joe Benn. “They’re already moving away from traditional sodas and carbonated soft drinks, but they struggle to find brands that really communicate with them.”
The relaunch is to be supported by activity called The Ugly Truth, including in-store, digital, trade and consumer shows, as well as work with “on-brand influencers”.
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