D
eliciously fruity, genuine Hartwall Jaffa has a new look, with its own 500ml designer bottle. The new bottle is an example of Finnish design talent, with the Mozo design agency behind the new packaging.
Finns’ much-loved soft drink has been given a new, even better 500ml bottle. The bottle’s rounded upper part is like a fresh, juicy fruit, while its tapered middle section ensures an easy grip around the bottle. The juicy fruit burst pictured on the label conveys the natural origins of the drink and emphasises the easy-going vibe of the Hartwall Jaffa brand. The look is completed by the embossed logo on the lower part of the bottle, which identifies it as a genuine Jaffa bottle.
The new bottle is an example of Finnish design talent, as it has been designed by the Mozo design agency, based in Finland. Mozo’s brief was to create a bottle that depicts the essence of Hartwall Jaffa. The strong, attractive Hartwall Jaffa brand, popular among consumers, encourages young people to be true to themselves and to believe in themselves, just as it does things its own way. That’s how the real, genuine Jaffa bottle –with its bold character and attitude – came about.
In customer research, the new bottle was found to be particularly interesting, attractive and high-quality. Consumers also thought it emphasised Jaffa’s qualities particularly well: fruity, tasty and appealing.
Throughout December, the journey of the last old-style Jaffa bottle has been documented via online videos. This has alerted many faithful Hartwall Jaffa fans to what the future holds in store for their favourite soft drink.
“Jaffa is certainly not being phased out, but it will no longer be available in the old-style bottle. The interest this has generated just goes to show how much Finns like the Hartwall Jaffa brand,” said Brand Manager Marleena Bask.
One bottle has been selected from the last batch of old-style bottles to be auctioned off on the Huuto.net auction site by 31 December 2010. The proceeds from the sale of the bottle will be donated to the Nuorisoasiankeskus youth centre, which hosts a wide range of cultural and leisure activities for young people, as well as promoting young people’s participation in society and providing support and advice for young people.
The new 500ml Hartwall Jaffa soft drink bottle will arrive in shops in the second half of December. Its recommended retail price is €1.59. The only thing that is changing is the 500ml Hartwall Jaffa bottle – all product flavours will remain the same.
For more information, contact:
Oy Hartwall Ab, Communications Manager Taru Tuominen, taru.tuominen@hartwall.fi, tel. +358 (0)20 717 2073 or Brand Manager Marleena Bask, marleena.bask@hartwall.fi, tel. +358 (0)20 717 2036
Photos: http://mediapankki.hartwall.fi/
Hartwall Jaffa, introduced to the market back in 1949, is Finland’s most popular soft drink brand. Hartwall Jaffa now encompasses a wide-ranging family of products, including beverages to suit a variety of tastes.
The flavour of Hartwall Jaffa products always comes from real fruit – only natural flavours are used in Hartwall Jaffa soft drinks.