The launch of the two products, Xtra, an energy drink, and TeaFres Herbal, a ready-to-drink tea, aims to tap into a growing trend in the country for healthy beverages.
Red was tasked with the development of both the new brands’ identities and packaging creations. Chris Elkin, Red MD, said: "Vietnamese consumers are becoming increasingly brand-conscious and discerning. With the launch of new brands every day, competition on the shelf is becoming fierce. The right brand identity and packaging is critical to ensure brand positioning is quickly understood and encourages maximum product trial."
Nghi Nguyen, brand manager at ICP, commented that “innovation and understanding of consumer needs” were fundamental in the market.
Red was tasked with the development of both the new brands’ identities and packaging creations. Chris Elkin, Red MD, said: "Vietnamese consumers are becoming increasingly brand-conscious and discerning. With the launch of new brands every day, competition on the shelf is becoming fierce. The right brand identity and packaging is critical to ensure brand positioning is quickly understood and encourages maximum product trial."
Nghi Nguyen, brand manager at ICP, commented that “innovation and understanding of consumer needs” were fundamental in the market.
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