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Dabur associates with Wow Design for its fizzy drink 'Real Volo'

Wow Designs was involved right from naming the brand to defining what it would stand for and also developing the product's visual identity. The name 'Volo' was derived from the youth mantra, 'We only live once'

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Dabur associates with Wow Design for its fizzy drink 'Real Volo'

Dabur associates with Wow Design for its fizzy drink 'Real Volo'

Wow Design was involved right from naming the brand to defining what it would stand for and also developing the product's visual identity. The name 'Volo' was derived from the youth mantra, 'We only live once'

BestMediaInfo Bureau | Mumbai | July 15, 2016

VOLO

A year after Prime Minister Narendra Modi urged cola companies to include fruit juices in their line of products, Dabur has gone ahead and introduced a new range of fruit-based carbonated drinks. The company, which wanted to extend their brand equity to the new category and tap the youth, roped in Wow Design for brand creation and packaging design for its new fruit fizzy drink, 'Real Volo'.

A segment which was left out of Real's portfolio was youngsters of 16-25 years in age. The launch of 'Real Volo' is intended to bring excitement to this growing target segment. The concept behind the drink was carved out from the core understanding of this generation's attitude. Wow Design was involved right from naming the brand to defining what it would stand for and also developing the visual identity for the product.

The name 'Volo' was derived by excerpting the initials from the youth mantra 'We only live once'. The packaging of the product has also been done keeping in mind the free spirit of the youth and denotes breaking free of society's barriers and the different personality facets of today's young generation.

Speaking about what today's young generation are looking for Saswata Das, Partner and Executive Director, Wow Design said, “Dabur wanted to extend the Real brand lineage to expand consumption occasions and widen the consumer base. The plan was to introduce an exotic fruit drink with fizz in the canned format. We had to explore the category to understand the youth's interaction with beverages, their consumption patterns and thus find the right fitment and appeal of a fruit-fizz canned juice. The way today's young generation look at life is very different from the traditional way of our ancestors lived their life. The budding minds of today believe in seizing every moment and enjoy the present. They pursue what they like and have the courage to take up every challenge with a positive attitude.”

Deepti Kshirsagar, Partner and Executive director, Wow Design feels it has hit the nail on the right spot with Volo. “I won't say that the youth today live a carefree life. They live it more on their terms and also believe in voicing out their opinions and are strong headed in their attitude. The youth love to experiment and hence it's challenging to emulate a brand for the youth. We got into several rounds of deliberation, research and surveys that led to decoding their responsiveness towards relevant stimuli in terms of imagery, colours and tonality. Our team has been able to hit the nail right on the spot for Volo, I would say,” she added.

Commenting on the approach taken by Wow Design, Kumar Mayank of Dabur said, “I was thoroughly impressed by the systematic approach that Wow design had to the whole process. We have launched Real Volo and the pack sits pretty in the clutter of cans on the shelf. It's unique in its design, has a vibrant shelf throw and rightly captures the brand ethos. We are very satisfied and happy with the result.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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