This Way Up gives energy brand a TRU boost

From: packagingnews

This Way Up has developed the positioning and brand design for a new energy brand, TRU.

It’s intended to revolutionise the way consumers see energy drinks and comes at a time when the sugar debate continues to rage.

The traditional focus for marketing these products has been the 15-25 year-old age group who see them as an integral part of a lifestyle connected to clubbing, urban sports, music and a life lived to the full.

However, the more significant market is now said to be the 25-45 year-olds, who have grown up with the familiar market leading energy drink brands, but ‘now feel that these brands are too artificial and provide a spike of energy rather than a sustained lift’.

TRU was created with this group in mind. It was the brainchild of three tired dads who wanted ‘something different, something better’. It’s made from kiwi, grapefruit and apple with caffeine from green coffee beans and natural sweeteners.

TRU targets this older age group, looking for natural and less disruptive energy.

The design integrates a ’+’ in the bold hand-drawn logo, and the design communicates the benefits of restoring a positive YOU, giving you back control of your day, and uses simple block letters and graphics in green on a white background to achieve standout in this busy fixture. The ingredients are show-cased on the back of the pack, with a clear call out of the brands key benefits of tasty, refreshing and uplifting. The flavour profile of TRU has been designed to be subtler than competitors, and is suited to an older palate.
TRU is launching to market in July in mainland Europe through specialist channels.

Claims: 
The copyrights of articles in the website belong to authors. Please inform us if there is any violation of intellectual property and we will delete the articles immediately.