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There is an old phrase, with
ownership comes pride. Cornucopia
Beverages likes to believe over the past eighteen months, we have take pride in
the promotion and brand building behind Moxie.
While the brand has been in existence for over a century, we are doing
our best to rejuvenate, reenergize and reinvigorate.
First, we would like to lie
to rest any concerns that there was a change in the formula or flavoring.
It is our belief that the taste of Moxie is the cornerstone of the brand;
and we have no intentions of playing or altering with the taste.
We need to make certain that the consumer knows it can find a consistent
product at all times. There is a
brand equity built around the taste and something we do not want to erode.
Obviously, there have been some obvious visible changes – namely the
packaging. The decision to change
the design was not one taken lightly. Over
the past ten years, like in all industries, there have been extensive advances
in the packaging and graphics industry. As
such, after performing extensive in-market research, we found that the old
packaging was easily lost in expansive soft drink aisle.
We needed to create something new to draw out the brand.
The old packaging was a destination – only those who were looking for
the brand would find it. The final
design was selected after reviewing dozens of options.
And while, the immediate impression may seem to be a huge deviation, the
core brand elements remain the same. The
bright orange background and billboard are still there, plus the bold blue Moxie
lettering remained. From early
results, it appears as though the new packaging is drawing new consumers.
Obviously, if we find that the graphic change is not working, we are
agile and nimble enough to make a change.
Besides the packaging change, we have gone ahead and developed more traditional
marketing materials. Across the
New England
, we went ahead and performed some sampling events over the summer,
handing out over 10,000 samples. The
majority of these events were small and quick in scope.
We just wanted to get the product in the hands of people who had never
tried the product; we believe that once they try it, they will come back!
As the summer winds to an end, so will the sampling program because it
will be difficult to find the crowds to hit the people in an hour or less.
But we look forward to continuing this concept moving forward.
The Moxie Horsemobiles were famous back in the day, and we have brought the
concept into the 21st century. As
some may have seen, we took a Ford Escape Hybrid and created a new Moxie Mobile.
While it may not have the same charm and charisma, we have kept the roots
the same, just updating with technology. We
think it is important to note that we did choose to use a hybrid vehicle to
promote corporate social responsibility. The
new Moxie Mobile had done extensive traveling since its creation in June –
over 6500 miles across
New England
!
As always, there is a continuous push of ideas behind the scenes… some that
will happen and some that will stay on the back burner.
But, we can assure you that we are always looking of ways to grow and
drive Moxie to new heights and levels!
The first eighteen months has been filled with growth and excitement and
hopefully the trend and momentum will continue.
Respectfully,
Larry Lordi, President
Justin Conroy, Moxie Brand Manager
CCNNE
Cornucopia Beverages (div. of CCNNE)