Midori given new look and taste

Related tags Advertising Trademark Soft drink

Melon liqueur Midori will have a new bottle and improved recipe in the UK from May as part of a £20m global investment over the next five years. To...

Melon liqueur Midori will have a new bottle and improved recipe in the UK from May as part of a £20m global investment over the next five years.

To support the relaunch, a media campaign will follow in selected parts of the UK, including TV advertising and a sampling of 45,000 consumers. New point of sale is available for all on and off-trade outlets.

The new bottle has a slimmer, sleeker shape for a more stylish and feminine look, while the simplified front label incorporates a glittering hologram.

Fior Brands UK marketing manager Nicki Daw said: "Midori has been selling fantastically well since its launch nearly 30 years ago. Remarkably in that time we have never changed the bottle or the recipe."

Aware of consumer pressure for a general reduction in sugar consumption, Midori's sugar content has been reduced by 20%. Daw claims this is without any adverse effect to the taste: "This is the only major change to the recipe. The same original and unique fruity, melon taste is predominant."

barbox.com scores with the return of Football Kit Activity

The online ordering website, barbox.com,

has welcomed the return of a fantastic promotion that is sure to score plenty of goals with customers.

In order to qualify for a free football kit, customers need to buy 350 cases of the qualifying Coca-Cola when ordering their soft drinks through online supplier barbox.com, and within the promotional period. The football kit can also be personalised so that it displays your team name and there are also plenty of supporters' hats up for grabs.*

In addition to collecting football kits, customers can get match-ready with the Match Day Kit. The kit has everything that you need in order to be match fit, including corner posts and flags, a pump, match balls, warm-up balls, nets, linesman flags and much more.

The activity, which was launched on 6 April 2007, will run until 1 October via a number of prime adverts being posted on barbox.com as part of a site-wide campaign.

Registered users can log on to www.barbox.com and click on Ordering. However, if you are new to barbox.com visit the site to register now or call 0845 301 0099 to talk to one of our team.

*While stocks last. Full terms and conditions are available at www.barbox.com. Coca-Cola and Coke are registered trade marks of the Coca-Cola Company.

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