The label changeover affects all the brand's articles, in all sizes, varieties and containers: Whether mineral water or sweet beverages, in glass or PET bottles, and including the exclusive Gourmet line for hotels and restaurants. From now on, they will all shine in a new look.
In revamping the brand image, equal attention was paid to recognition for existing customers and to attractiveness for new customers. The relaunch is accompanied by an extensive advertising campaign on the radio, on posters, on the Internet, in ads, and in the beverage stores.
For the brand relaunch, Peterstaler has undergone an elaborate process over the past 15 months. The communications experts at the Taste agency in Offenbach, a full-service agency specializing in food and packaging design, were commissioned to implement the demanding task. The revision was accompanied by market research involving both users and non-users. Consumers associated Peterstaler primarily with trend themes such as origin, love of home and nature. Accordingly, these values are reflected throughout the relaunch, which was interpreted authentically and in a contemporary way under the personal direction of agency head Günther Nessel.