Have you seen the new look of "Pipi"?
The orange "Pipi" drink is one of the most famous drinks in Dalmatia by one of the strongest national, and internationally recognized brands "Dalmacijavino.” What other drink and brand has traditionally marketed something as well as the blonde-haired Pipi girl?
This is why one of the greatest challenges for Dalmacijavino was to create a new look for Pipi, not only known by the generations before us but also for those that lie ahead of us, reports Slobodna Dalmacija on August 19, 2017.
“One of the most famous graphic designers in the world, Mac Berg from Denmark, created a design that tells different stories on the Pipi bottles. The search to find a designer willing to take on such a task was long, and no one besides Breg dared to work on such a project,” said Luka Diel-Zadro, CEO of Dalmacijavino who set up the challenge for the most famous drink of the region to turn a new page.
“Many people have not noticed that there are three different labels in the new Pipi offer. While each label shows the well-known ‘Pipi’ girl in the middle, each label shares a different motive of Dalmatia - from relaxation to the ease of living and piece of mind, which is also one of the slogans on the bottle.
Pipi Facebook
These background stories are also very interesting because they are produced without a steady order, so you never know what's in the box of Pipi or your fridge,” explains Diel-Zadro.
On one bottle you can find a yellow Volkswagen Bug and people jumping in the sea, on another you can find a popular vespa and young boys and girls playing picigin, and on the third you can see the Split Riva, Sv. France, and a boat with friends preparing to sail, but of course, not without their dalmatian dog. Each bottle has its own story, and each story aims to bring you a classic retro design determined to put a smile on your face.
“No one has ever worked on our rebranding before, which is why we had never modernized the label. We tried to do it, but we had to make sure that we would leave the retro design which makes Pipi so recognizable. That's why we have chosen this designer who specializes on modernizing retro branding for companies.
He made sure he pointed out what Pipi represents. He designed a variety of thumbnail variants for two months, sent them over to us for approval, and we were reluctant to approve them, but in the very end we got three new labels for Pipi,” added Luka Diel-Zadro. The three labels are produced randomly, so consumers never know which label they will receive. Three additional labels will also soon be released, giving the new Pipi look six different stories in total.
Apart from the orange flavor, Pipi has also released the new look of the Hajduk lemonade. This label displays the Pipi girl in the middle, Hajduk's Coat of Arms, and Poljud's beauty. The fans also helped create the new graphic for Split’s favorite club.
Pipi Facebook / hajduk.hr
“I think that the new retro design is off to a good start, and the numbers show this. Mainly, Pipi has started selling in more luxury places, restaurants, and cafes where it has never sold before. The old bottle did not fit any longer. While Pipi has never sold well in continental Croatia, this situation is also changing too.
Until now, Zagreb only went through 100 or so bottles a week, and we are now at 2000 per week. We also have not started to concentrate on marketing in Zagreb because we are waiting to fnish this season,” said Luka Diel-Zadro, who added that he hoped consumers would no longer look at Pipi as just a Dalmatian drink, but as one of the strongest brands of Dalmacijavino.
Diel-Zadro concluded by saying that many foreign guests have iquired about importing the orange drink to their countries. This is probably due to the overall feeling of present day, which Dalmacijavino has so brilliantly branded as “boli me Pipi.”
Translated from Slobodna Dalmacija
