VIRGIN STEPS UP COLA WAR IN U.K.
By Adnews Staff
U.K.-based Virgin Cola is trying to put some fizz back into its sales. The company has redesigned its soda can for the first time since its launch four years ago. The new logo is more prominent and is horizontal instead of vertical to make it more legible. The red background of the can features a collage of snapshots of staff and consumers from Virgin birthday parties. In addition, the company plans to use the packaging as an advertising tool. Virgin has introduced a magazine format to its cans and bottles that will inform customers about new initiatives and promotions. The cans will feature details about Virgin's Web site and the Virgin Cola Ticket Hotline. The new cans and bottles were designed by Start Design. Virgin has up to 4% of the U.K. cola market. It launched its soda in the U.S. last May.