LAUNCHING A NEW BEVERAGE BRAND IN AN ULTRA–COMPETITIVE MARKET
Adina Beverage Company underwent a comprehensive evaluation of their existing products, brand architecture, marketing, and competitive landscape as a basis for a new plan to invigorate sales of the four-year-old beverage manufacturer. The result led to a complete re-branding and respective integration into all of Adina’s marketing platforms including a new product launch, packaging, new web/mobile sites, social media initiatives, POS, event & sampling activity, sales materials, and communications plan.
Three months after launching the new line of herbal elixirs, the Glass Packaging Institute named Adina Holistics the category winner in the 21st Annual Clear Choice Awards for its package design. Joe Pryweller, Managing Editor at Packaging Strategies said, “With the pool of entries so deep, it made the task difficult to identify the winners. Yet, even in this crowded field, Adina’s package stood out for their sheer invention, novel detail, and ability to rise above others on the shelf and exclaim ‘look at me.’” Adina Holistics was also awarded BevNet’s 2009 “Best New Non-Carbonated Beverage.”