Cadbury Schweppes Co. A&W Root Beer brand identity and packaging redesign

Background

With sales of the world’s #1 selling root beer decreasing, the company decided to make a bold move; change the average consumer’s perception of root beer as a “special occasion” beverage to one that could be enjoyed on any occasion. Going up against the likes of Coke, Sprite and Pepsi meant updating and contemporizing the packaging to appeal to more youthful consumers.

Solution

A revolutionary graphic treatment was developed that was visually arresting as well as refreshing. A more dynamic rendition of the logo was created increasing the brand’s impact. The rich root beer color and condensation on the background added to the taste appeal. With the additional support of marketing, A&W regained its market share.

Agency: Gianninoto Associates