Cawston Press: Putting the juice back into ambient

Cawston Vale is a line of long-life fruit juices sold in the UK. Traditionally, ambient fruit juice a low-involvement category; innovation and high-quality tends to be found in the chilled section.

Cawston Press: Putting the juice back into ambient

Agency: PearlfisherClient: Cawston Vale (now Cawston Press)Category: Brand identity, Design and implementation under £100k

Executive summary

This is an entry about ambient fruit juice, ambient is otherwise known as 'Long-Life' or 'UHT'. The ambient juice sector is not something you - or the majority of customers would associate with a small, quality obsessed juice company who have been pressing 'not from concentrate apple' juices since 1986. For a brand like Cawston Vale, the ambient fixture was always going to be a tough one to crack. Consumers who...

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