Dragon draws on loud graphics for soft drink

Cadbury Schweppes has launched a soft drink with an “in yer face” personality aimed at teenagers. Development, design and naming were all by Dragon International.

Raging Hog, a neon green pop in luminous pink cans, has been brought out to

compete against Pepsi’s Mountain Dew, designed for the UK by Stuart Adams Associates.

“Everything about the brand is intense – its flavour, colour and the high caffeine content – which is reflected in the design,” says Dragon consultant Lawrence Hutchinson. “It’s a ‘no holds barred’ product which will make the

competition seem bland,” he adds.

The launch comes as the

marketing responsibilities for Cadbury Schweppes brands in the UK are shifted from CCSB to Cadbury Schweppes Europe.

“The changes mean new products will be able to launch more quickly,” says Robin Chatterton, marketing director for the UK and Ireland. “The difference is that we will be looking for more focus on Schweppes brands and will work more closely with our European colleagues in transferring ideas.”

Although there is no formal roster, the company works closely with Dragon, Turner Duckworth and IBH.

Raging Hog cans are on trial in the Newcastle area with a view to rolling out at the end of this year. The company plans to trial a

bottled version in pubs and clubs from 16 September.

Carlsberg-Tetley has bowed to pressure from the Portman Group to redesign its label for alcopop Thickhead, created by CLK.

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