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Carlsberg Hong Kong’s Jolly Shandy sales boost
Carlsberg’s power brand in Hong Kong, Jolly Shandy, has increased its sales by 30% since the introduction of a new design.
The 1% abv shandy, which sits between the carbonated soft drinks (CSD) and ready to drink (RTD) categories has seen its sales rise by 30% since packaging consultants Cartils worked with Carlsberg on the new design.
The new design saw a range of colours brought in to reflect “the flavour balance” of the three flavours of the shandy, lemon, lychee and golden kiwi.
Alfonso Granati, Cartils’ brand consultant responsible for the project, said: “We aimed to attract a very demanding target audience increasing the level of taste expectation while retaining a good amount of dynamism. The only brand equity we wanted to keep was the logo, a unique feature in charge of linking to the brand to its core. It was ‘key’ to also leverage good variant navigation through the use of special colours which could attract the consumers.”
The Jolly Shandy brand manager at Carlsberg Hong Kong, Trevor Tan, said: “Jolly Shandy is a very challenging project with the brand was under a huge pressure due to volume downtrend. The brand is very unique in the market as it is the only well-known Shandy brand in Hong Kong.
“Before the great project being done by Cartils, the old packaging was in black colour in the concept to have trendy & stylish feeling. However, when the products go on the shelf, it becomes not good enough to attract attention and to induce impulse buying. We decided to offer Cartils the job of the packaging revamp because their reputation in the industry as well as their professional attitude in the pitching process.”
Tan added that the design changes had a huge impact on the sales of Jolly Shandy, he added: The project carries through very well. To be honest, the colours selected by Cartils really look very dynamics & outstanding on the shelf. After the launch of this new packaging, we recorded a very strong rebound of the sales with 30% up when compared the same period in last year.”