“How do you refresh your market share?”

VnC Cocktails

Range Extension + Packaging

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Read about the challenge, solution and result

The Challenge

DNA and VnC Cocktails Ltd have been working together to evolve their brand and extend their range and formats for the past year or so. VnC first came to DNA when they needed to review and reset the brand for the domestic market, and we have since helped review and evolve their story for expansion prior to significant push in to the US market.

To do this VnC wanted to tease out their unique point of difference and add depth to their classic take on kiwi attitude and irreverence. The markets they are in are different, and a firm base of research and insight led to a refinement of the brand expression and packaging. Additionally, VnC needed to grow their range, evolve their positioning to expanded their customer demographic, leverage their current strengths but also expand their formats to enter the single serve segment.

The Solution

VnC have a quirky, energetic brand that is full of life and they required guidance around best usage on collateral and recently packaging in order to highlight their no artificial, colours, flavours, preservatives messaging and the use of 100% fruit juice.

We’ve delivered a range extension which resulted in all new packaging for all markets, plus we have designed and rolled out the single serve variant. this is on a bespoke bottle design which has a 'glass' as the closing mechanism. merchandise and multi packs were designed. a total of 16+ SKU's are planned to enter all markets.

We have developed all this on the back of a review and evolution of the brand positioning due to growth in international markets. Watch out for the new variants in and around New Zealand soon.

The Result

VnC have achieved strong growth in domestic and international markets, they have distilled their essence and value proposition and translated this to all touch points – including packaging and merchandising. We have retained and enhanced their quirky and energetic brand and sales performance suggests its working well. So stay tuned to see the brand evolve and their range continue to grow.