Keurig Dr. Pepper’s Snapple Spiked is looking to target a new generation of consumers with fresh packaging.

The new look takes elements of the original ’90s brand, such as the sun and the use of ribbons, and gives them a modern twist with bright colours and updated typography. The new packaging is being distributed in Alberta, British Columbia, Saskatchewan and Manitoba, as well as in select flavours in Quebec. The change follows the introduction of a new flavour, Lemon Tea, and a three-flavour variety pack.

Alexandra King, senior marketing manager at Keurig Dr. Pepper Canada, tells strategy that the aim of the rebrand was to reignite Snapple’s charm, as well as honour its heritage, while modernizing its identity. “Snapple Spiked launched in 2015, and it goes without saying that in the last nine years, our consumers have evolved, and so should our brand,” says King.

Snapple found that the packaging was key to achieving that goal. The brand’s research showed that 51% of shoppers make purchase decisions based on packaging. “We wanted to stay relevant and resonate with our consumers,” says King, who adds that their ultimate goal was to capture the attention of both Snapple consumers and new audiences, especially Gen Z and Millennials.

The new packaging also reflects the brand’s new positioning, which is about adding more flavour and colour to Canadians’ lives. King says it also embodies the “beyond ordinary” tagline by trying to turn moments – such as having a drink with friends – into special memories.

Snapple introduced the new packaging through updated point-of-sale displays, sponsorships, influencers, as as via digital and social media. It also launched an activation at the Vancouver Mural Festival this summer that included umbrellas, tents, colourful fans with stripes that leveraged the brand’s new colours, lawn games and bracelet beading activities. Additionally, influencers distributed nearly 3,000 samples of the brand’s new lemon flavour during the festival.

“Vancouver is a key market for Snapple Spiked, and Mural Festival was a great opportunity to sample the product with our target audience and have them engage with the brand in a meaningful way,” says King. Snapple had more than 6,000 interactions in its area at the festival, according to the company.

Wedge handled strategy and creative and Vibrant Marketing was in charge of XM.