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ICP launch two new beverage brands with red brand builders

ICP launch two new beverage brands with red brand builders

Blog article entry on: Jun 29, 2009

HCMC, Vietnam – ICP, the owner of X-Men and the authorised licensee of Orangina in Asia, have launched two new brands in Vietnam. Xtra, an energy drink, and TeaFres Herbal, a ready-to-drink tea, tap into a number of mega-trends currently underway across Vietnam.

According to the latest TNS Worldpanel Vietnam Lifestyle Survey, more than 60% of young, urban, Vietnamese consumers said that they prefer to buy healthy beverages that allow them to drink straight from the container. Further, with busier, more demanding lifestyles, consumers are also seeking ways to get a burst of energy to see them through the day. The launch of both brands satisfies these mega-trends perfectly.

ICP partnered with red | Brand Builders who were tasked with the development of both the new brand’s identities and packaging creations.

Chris Elkin, red MD, said, “Vietnamese consumers are becoming increasingly brand conscious and discerning. With the launch of new brands every day, competition on the shelf is becoming fierce. The right brand identity and packaging is critical to ensure brand positioning is quickly understood and encourages maximum product trial. We are delighted to partner with the ICP team. The potential for both the new brands is huge.”

Nghi Nguyen, Brand Manager, ICP, commented, “The spirit of innovation and understanding of consumer needs is fundamental to ICP. It drives us constantly to create new ideas that improve and refresh both our customers and our business. We feel the launch of Xtra and TeaFres offers just the kind of new refreshment our customers are looking for.”

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