Is Neglecting Your Branding Strategy Costing You Sales? These 3 Major Beverage Brands Have Already Rebranded in 2023

Who needs a pretty can or a snazzy label when the drink inside tastes like magic, right? Wrong! The beverage industry has spoken and branding matters. Because let's face it, if your drink is bland, your brand better be bold. So get ready to sip on some branding knowledge.

The beverage industry is no stranger to rebranding. Over the years, we’ve seen numerous changes in the way that companies present their products to consumers. But in 2023, we're seeing a new wave of rebranding that's focused on connecting with younger consumers through a range of immersive experiences, gamification, and influencer partnerships. Here are three examples of how beverage companies are successfully rebranding to stay relevant in a constantly changing market.

7Up’s Global Refresh

In February 2023, 7Up launched its first brand refresh in over seven years, rolling out a new look and tagline - “New Get Up, Same 7UP.” The brand’s new visual identity, developed by PepsiCo's Design & Innovation Team, includes signature green with citrus hues and high-contrast lines, conveying upward energy. The overhaul was inspired by the brand’s history of creating moments of “UPliftment” from mundane daily tasks, which will be a creative touchpoint moving forward. The rebrand aims to highlight the brand’s zero sugar option and double-digit growth in the past two years, with the new identity starting to roll out worldwide in March.

Propel’s Gatorade Connection

Propel Fitness Water, a Gatorade-manufactured product, overhauled its look to highlight its connection to Gatorade in February. The brand incorporated the iconic orange lightning bolt that Gatorade is known for to better connect with consumers. Propel has partnered with actor Michael B. Jordan to expand access to health and fitness and raise awareness about the changes. The rebranding effort emphasizes the product’s reformulated flavor profile and its appeal to passionate exercisers. Gatorade's Chief Brand Officer Anuj Bhasin said that the company’s goal is to create solutions for fitness enthusiasts, and Jordan is an embodiment of this.

Fanta’s Gen Z Focus

In the US, Fanta Orange underwent a reformulation, visual identity overhaul, and a multichannel marketing push in early 2023. The company aims to reinvigorate interest in its product through a mix of gaming elements, in-person experiences, and creator partnerships. Fanta Digital Ride n Sip, a mobile game, is at the core of the campaign, with players controlling a chilled glass of Fanta Orange on a roller coaster track. The brand is also targeting all five senses through an in-person experience in LA in early April. Fanta is leveraging owned social channels to promote the changes and deploy “culturally relevant content that awakens target audience’s cravings and generates awareness.”

What do these rebranding efforts have in common? They all use immersive experiences, creative storytelling, and partnerships with cultural icons to better connect with younger consumers. By taking a fresh approach to their branding, these beverage companies are staying ahead of the curve and staying relevant in an ever-changing market.

In conclusion, 2023 is shaping up to be a year of rebranding in the beverage industry. These companies are using all the tools at their disposal to create fresh and exciting experiences for their customers. From immersive gaming to scent marketing, it’s clear that the future of beverage branding is all about making meaningful connections with customers. If you want to stay ahead of the curve, take a page from these companies and embrace a fresh approach to rebranding.

BONUS:

People ask me: Why do visuals and branding matter in the beverage 
industry? Shouldn't I just have a product that tastes good?

In the ever-evolving world of marketing, it's important to understand that visuals and branding are crucial in the beverage industry. Consumers are overwhelmed with the sheer number of beverage options, and it's crucial to stand out from the crowd. While taste is undoubtedly a crucial factor, visuals and branding play a significant role in influencing consumer perceptions and building a brand's reputation.

Good branding is also key to building consumer loyalty and trust. By establishing a clear visual identity and conveying important information about the product, such as its flavor profile and health benefits, a brand can create a sense of consistency and reliability. Additionally, visuals and branding can help establish an emotional connection with consumers, leading to brand loyalty and advocacy.

The most iconic beverage brands, such as Coca-Cola, Pepsi, and Starbucks, have demonstrated the power of strong visuals and branding. Their instantly recognizable logos and branding have helped to establish them as industry leaders. Imagine if they had just thrown together a mediocre logo and slapped it on their products. Would they be the household names they are today?

A well-designed and visually appealing label can make a product seem more premium and high-quality, even if it's a budget option. And in a crowded and competitive market, having a strong and effective visual identity and branding strategy is more important than ever. Don't underestimate the power of visuals and branding in the beverage industry – they could be the difference between your product sitting on the shelf or flying off of it.