Coca-Cola European Partners has launched AdeZ, a non dairy health drink, in supermarkets across Europe. The new identity of the drink, which was bought by Coke from Unilever in 2016, has been created by global independent branding and innovation agency Dragon Rouge.
With the recently implemented sugar-tax and a decline in the consumption of carbonated drinks, the new launch is an opportunity in the ready-to-drink category. Already established as a leading plant-based beverage brand in the Latin American market, Coca-Cola has high hopes for the seed and fruit blend drink in the European market.
Talking about creating the new AdeZ identity, a challenge for essentially etching out an entirely new product sector – a dairy alternative, individual serving-sized drink, Dragon Rouge's consumer planning director, Rosie Brodhurst-Hooper, said: "The tight timeline and large stakeholder group made this a very challenging project, but we are delighted to have partnered with Coca-Cola on the design of AdeZ, addressing consumer demands for a dairy-free, healthy and delicious drink.”
According to the agency, it generated a brand identity reflective of the drink's authentic ingredients, incorporating the taste appeal of the flavours and the essence of AdeZ. The Plant Marker used as an anchor on every bottle makes the information on pack easy to digest, while reflecting the seed origin of the beverage; the cream colour selected for the label's background signals that AdeZ is not a milk-based product.
The range will be sold in 250ml individual bottles and multi-packs.