Olde English cider can gets female-friendly revamp

Olde English cider is unveiling new packaging by Parker Williams in an effort to boost the brand’s appeal to women.

The new look, which runs across all Olde English products, features a green sunburst pattern behind the cream-coloured logo, which itself remains unchanged apart from its new colour.

This represents the second Olde English packaging revamp by Parker Williams in less than a year. Parent company Gaymer Cider tasked Parker Williams with the first redesign, on the strength of its previous work with Gaymer.

Tamara Williams, creative director of Parker Williams, describes the new look as a ‘step-change for the brand, designed to achieve a contemporary look, while maintaining Olde English’s traditional values and heritage’.

The redesign is part of a wider advertising and marketing push that Gaymer is planning for 2008. The company has just doubled its Olde English marketing spend to £1.2m, having announced a budget of £500 000 last year.

The development follows news that Scottish & Newcastle is about to relaunch its Bulmers cider brand with packaging by Jones Knowles Ritchie.

Both Olde English and Bulmers’ new looks will roll out at the end of March.