Redesign of Lilt drink in the can

Turner Duckworth is refreshing the packaging for Coca-Cola Great Britain’s tropical fruit drink Lilt, which launches across supermarkets this week.

Coca-Cola is introducing a new variant, Banana and Peach – joining Pineapple and Grapefruit and its Light offer – to coincide with the relaunch, which also features a major advertising campaign.

The consultancy was briefed to give the packaging more standout and stimulate interest in the brand, says Turner Duckworth partner Bruce Duckworth, who led the work.

The group’s packaging graphics feature ‘traditional and naïve Caribbean-style lettering’ in tropical colours being ‘crushed’ on to the can, to represent the drink’s tropical fruit crush positioning.

The group won the work after a paid, creative pitch in December 2002. It was approached to pitch on the strength of previous work.