BrandMe were asked to create a Limited Edition to help drive sales of Sumol Passion Fruit, to firmly establish it as the third flavour under the Sumol portfolio. Following the redesign of the core in early 2019, limited editions provide a vehicle for the brand to stretch and communicate their heritage as the Original Summer Refreshment, as well as continuing Sumol’s celebration of true authenticity and individuality, since 1954. The Limited Editions adopt a nostalgic style to reinforce the brands heritage, through the use of bold designs. This in turn creates and reinforces brand loyalty, whilst increasing visibility, brand awareness and increased consumer recruitment.
The campaign to present these new designs was based on the idea that “we are all limited editions”, reinforcing the brand’s new position and its new claim: Proudly, Sumol Adam Wilford, Associate Creative Director at BrandMe: “As one of Portugal’s most iconic brands, we wanted to use the limited editions to create excitement around Passion Fruit and Sumol Summer Fest. We did this by creating a juxtaposition between the old logos, which have been used throughout the brand’s 65-year history, and bold graphical styles inspired by fashion trends. The four unique editions allow everyone to pick a look which the feel represents them, or just collect them all”!“We asked the BrandMe team to, once again, wow the Portuguese Market with some limited-edition design for our PassionFruit Flavour. Once again, the team was incredibly creative and insightful using our brand’s heritage and twisting it in to modern times. The designs are not only beautiful and impactful but also technically perfect balancing brand recognition and surprise. We ended up with an amazing campaign with 4 different designs totally relatable with the brand’s positioning and highly collectable.”Joana Ferreira, Strategic – Marketing Manager Soft Drinks and Water, Sumol+Compal.