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Coca-Cola’s Tumult Targets European Adult Beverage Market

Posted by Sheila Shayon on April 10, 2012 05:45 PM

Coca-Cola is creating "tumult" with the launch of Tumult, an adult fermented non-alcoholic drink to be served with food (great with sushi!) or as an alco-alternative before the food is served, newly redesigned by Taxi Studio, whose creative director, Spencer Buck, explains

We wanted to open it up to a wider audience, and by doing so, make it more accessible and light-hearted. The positioning statements are circling round the fact it brightens up and colours social moments, perhaps as a drink to be enjoyed before dinner as an aperitif.

The design is accompanied by a “sensorial cloud,” according to Casey Sampson, Taxi’s senior designer. “As it’s a fermented non-alcoholic drink it’s basically alive, so we tried to bring that to life with the swirls and swooshes. It’s got a lot of movement to it. We wanted to bring a bit more joy to the packaging and make it less austere. There’s a sense of permanence to give it a more iconic status.”Continue reading...

brand news

In the News: Facebook, Kraft, Sony & more

Posted by Dale Buss on April 10, 2012 08:58 AM

AOL eases pressure on itself with patent deal.

AT&T sells majority stake in fading Yellow Pages.

Budweiser pursues Chinese consumers as a bit of a luxury.

Coca-Cola hopes to cause Tumult with European roll-out of premium soft drink.

DirecTV pleases investors with stock-buyback plan.

ESPN launches podcasts about internal operations.

Facebook snaps up startup Instagram photo-sharing site for $1 billion in its largest acquisition. Continue reading...

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