The cider’s sales and marketing team, Jygsaw Brands, appointed JKR on behalf of brand-owner Scottish & Newcastle in August 2008 to help emphasise the brand’s heritage.
‘We have returned to an earlier colour palette, reintroducing a lot of green to the can and steering it away from the creams that it has been using more recently,’ says JKR chief executive Andy Knowles.
‘The new can also features an illustration that is intended to evoke the crack of leather on willow,’ adds Knowles.
In a further effort to push the brand’s heritage, the new can makes a feature of Scrumpy Jack’s relationship with brewers Hereford Symonds Cider Presses since 1727.
The new can rolls out to off-licenses and supermarkets from late June.