A marketer of exotic juices is using a packaging redesign as part of an “edgy” advertising strategy. Genesis Today, Austin, Texas, distributes juices and beverages with unique fruits and natural compounds like Acai, Goji berry and Resveratrol. Its new campaign will attack orange juice on nutritional grounds. As part of the strategy, Genesis Today will be using new bottles, supplied byConstar Int’l,with a sleeker look and the Genesis logo embossed on the front and back shoulder. The new design will start with the 64-ounce bottle and will move to other bottles next year. Genesis Today also is redesigning its labels to better showcase the source fruit for each flavor.
