Hawaiian Punch Unveils New Packaging Graphics
The new packaging graphics and updated Punchy will be brought to life in the brand’s most significant marketing spend in the last five years.
6/2/2011 --- Riding the wave of more than 75 years of fruit punch fun, Hawaiian Punch unveils updated packaging graphics for a new generation, a refreshed Punchy, the iconic mascot, and a new single-serve bottle.
“The Hawaiian Punch brand is about creating fun,” said Jaxie Alt, vice president of marketing for juice and juice drinks at Dr Pepper Snapple Group. “The new Hawaiian Punch graphic changes are a 21st-Century makeover to make the brand more relevant for the world that Hawaiian Punch fans now live in.”
First introduced in 1961, Punchy became an instant advertising success and brand identifier for Hawaiian Punch fans. The new refreshed Punchy now features the hang-ten hand gesture instead of a punch and will portray a more energetic and playful personality than the feisty attitude that he first personified.
The new packaging graphics and updated Punchy will be brought to life in the brand’s most significant marketing spend in the last five years. The campaign includes an updated website, introduction into social media and a digital media buy that will include custom creative, roadblocks and interactive games.
In addition to new graphics, Hawaiian Punch also unveiled the 10-ounce single-serve bottle for the on-the-go consumer. The smaller, more convenient serving size will be available in 6 packs on the single-serve juice aisle and provide a great opportunity to reach new consumers.
The original Hawaiian Punch recipe was first developed by A.W. Leo, Tom Yates and Ralph Harrison in a converted Fullerton, Calif. garage in 1934. Today, Hawaiian Punch is available nationwide in Fruit Juicy Red, Fruit Juicy Red Light, Lemon Berry Squeeze, Orange Ocean, Green Berry Rush, Polar Blast, Bodacious Berry, Berry Limeade Blast, Berry Bonkers, Berry Blue Typhoon, Lemonade, Lemon Lime Splash, Mango Passionfruit Squeeze, Mazin Melon Mix and Wild Purple Smash. The new Hawaiian Punch 10-ounce bottles are available nationwide in Fruit Juicy Red, Lemon Berry Squeeze, Green Berry Rush and Polar Blast.
