Amita Smoothies - Packaging Revitalization

The Challenge: Amita, the no 1 Greek juice brand, owned by Coca-Cola 3E wanted to rebrand its Smoothie rage. A new, smaller container was introduced, repositioning the brand and allowing for on-the-go consumption. The Amita Smoothies brand was to be re-launched with a comprehensive new product identity.

The Solution: The packaging of the new and smaller container communicates great, mouthwatering taste. The wholesome depiction of fruit, enhances the product’s appetite appeal. The packaging design which, uniquely covers the bottle’s lid, immediately differentiates the brand from the competition on shelf and in retail freezers. Vangelis Moschos, Marketing Manager, Chilled Juices, Coca-Cola 3E reports: “Brandessence / CBX’s deep knowledge and understanding of the Amita brand and the juice category, were instrumental in developing an extremely enjoyable and successful new product identity for Amita Smoothies.” The newly repositioned Amita Smoothies, achieved in the first months of their launch increased market share, without any advertizing support and solely through the rebranding. Amita Smoothies were selected as one of the 10 best branding/design projects for 2009 by Marketing Week, a leading Greek trade magazine.