Levi Roots Soft Drink’s has unveiled a new identity in a bid to strengthen its position as the UK’s favourite Caribbean brand.
The brand has reintroduced its Mango & Pineapple flavour carbonate as Tropical Punch to sit alongside the existing Caribbean Crush flavour, both available in 500ml and two-litre bottles.
In addition, the brand has launched its award-winning Caribbean Crush in a £1.75 two-litre PMP and £1 PMP 500ml available in Caribbean Crush and Tropical Punch for the convenience sector.
These introductions aim to build on the continued growth of the range, which is currently worth £4m.
The refreshed range signals the first stage of a marketing support plan and increased investment for Levi Roots soft drinks this year. The campaign is set to boost consumer awareness and demand for Levi’s ever expanding brand portfolio.
Levi Roots Marketing Manager, Emma Hunt said: “We are undertaking a number of major marketing initiatives in the run up to summer 2013 to drive more demand for the brand, which is successfully supporting retailers by meeting the trend for exotic flavours. Introducing Tropical Punch alongside Caribbean Crush will strengthen the proposition of the range and our extended range of PMPs will be available in time for the key seasonal sales period to drive trial.”