Wimmers Crave gives new brand the edge

Posted by Josette Dunn on 17th January 2011

Queensland beverage manufacturer Wimmers Soft Drink has unveiled Wimmers Crave, a blue creaming soda with a secret twist.Aimed at Generation X and Y Crave signals a strategic move away from the brand’s traditionally sophisticated range towards a market the company had not actively focused on in the past.


Wimmers Soft Drink National Sales Manager Cameron Wyer said Crave has been well received among distributors with the first production run a sell out before it had commenced.

Crave is a sub brand of Wimmers Soft Drink strategically designed to leverage brand recognition and maintain brand familiarity with existing customers as well being adventurous, active and fashionable.

Mr Wyer said it is encouraging to see Australian distributors support the release of Crave.  “Wimmers enlisted design agency Wilson Bartzis Design to help bring the Wimmers Crave brand to life.”

“We wanted to create an edgy and bold image for Crave and I think our creative input has achieved that,” said designer Michael Bartzis.

Mr Wyer said Wimmers conducted market research before developing the design concept in order to create a look that was refreshingly edgy and appealing to the youth of today.  “This is not a market we have actively engaged with previously and we will be monitoring the consumer reaction very closely over the next few months.

“We’re excited by the potential of Crave which will allow us to expand into new markets and reach a new customer base.

This bold new look will help give the company a competitive edge in the Australian carbonated beverage market,” he said.

Mr Wyer said Wimmers Crave is easily positioned in the convenience and impulse retail channel with 600ml and 1.25L bottles and will be supported by promotional material including shirts and hats and point of sale merchandise including counter mats and fridge stickers.

“As well as supporting the product launch with promotional merchandise we will commence Crave product sampling throughout Queensland early next year with the view to extend this nationally throughout 2011,” he said.

Wimmers Soft Drink plan to release a new soft drink flavour every year and continue to create innovative marketing campaigns to further expand the company’s market share in Australia.

Wimmers Crave is available in 600mL and 1.25L bottles. The RRP ranges from $3.00 – $3.50.

The name Crave was suggested by 29-year old Queensland resident Debra Cannon in a national Facebook competition facilitated on the Wimmers Facebook page entitled ‘Name Me and Win’.