Dow Design has engineered a makeover for Frucor’s McCoy juice, aimed at keeping the brand at the forefront of premium shelf stable juices and juice drinks.
But the reworking of McCoy did raise vexing questions most marketers will face when managing established, performing brands, says Dow CD Donna McCort. “Do you transform the brand to stay ahead of the curve? Or do you evolve incrementally, or not at all, so as not to lose what made the brand successful in the first place?
“It is all very well to talk transformation when a brand is broken, but what if it is still market leading? Baby, bathwater and don’t throw out, all come to mind. Often in this situation most marketers would opt for evolution, but not for Frucor (and Dow)!
“When Frucor and Dow ran the ruler over the market and the existing McCoy pack, it seemed the foodie revolution had bypassed the juice aisle. Consumers were trading down in shelf stable juices and juice drinks, or even out of the category, not seeing the value in the more premium options, and why should they? The 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.
“The McCoy brand was far from broken. The tall, elegant prisma packs and the simplicity of the single fruit colours had managed to keep McCoy’s head above the others in the category for more than ten years.
“But,” McCort says, “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 commitment to authentic food values is more than pack deep. A prior partnership with Simon Gault had proved that McCoy was the perfect match for the foodie culture. To link in with that foodie vibe, recipes have been introduced on the back of packs in the new design, giving consumers creative new ways to use their favourite McCoy product.”
McCoy senior brand manager Joel Reichardt said: “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.”
The new McCoy packs will start appearing on shelf at supermarketd and convenience stores this month, just in time for the summer entertaining season.
CREDITS
Creative Director: Donna McCort
Senior Designer: Tony Masterantonio
Account Director: Emma Johnson
Marketing Manager: Monica Yianakis
Senior Brand Manager: Joel Reichardt
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