Elppa (Apple spelled backwards) cider brand recently launched by AB-Inbev in Korea.
Created in partnership with GUT Design, GUT Amsterdam and GUT Buenos Aires, Elppa is a cider made with one apple per can and based on the concept that it can ‘Turn your day around.’
GUT Design was tasked with developing and launching a new product for a category in which AB InBev, in Korea, did not have an offering: cider.
GUT was charged with helping to develop every aspect of the product and its communications, from developing a name, logo, packaging and brand personality to product testing and creating the brand launch campaign, activations and trade ideas.
“We are honoured to have the opportunity to partner with AB InBev to design and launch a first-of-its-kind product for Korea,” said Murilo Melo, global head of GUT Design. “Based on our ‘Beauty Inside Out Principle,’ we worked to ensure every element is rooted in the brand’s authenticity and inner truths, focused on the refreshing, transformative impact that Elppa brings to the market.”
“GUT was an invaluable partner in developing and launching Elppa,” said Alexander Lambrecht, head of marketing East Asia, AB InBev. “The GUT team delivered a powerful combination of rigorous methodology, impeccable design and brilliant creativity to everything from brand and product development to the campaign launch, and we are thrilled to see this fun and vibrant brand in the hands of consumers.”
