Vok Beverages has updated beverage brand UDL’s packaging, and introduced a tighter SKU range ahead of summer. The cans were designed by Vok Beverages' internal studio and ARC Creative, and produced by Visy.
Key SKUs now include Passionfruit & Lemon Lime Soda (4-pack), Mixed 10-packs, Ouzo & Cola, Raspberry and Lime. The new look features bold colour blocks, simplified branding, and flavour-led cues, while referencing the brand’s Australian heritage.
“It’s always an interesting design and marketing challenge to refresh an iconic brand like UDL, particularly one that’s had a few evolutions over the past 60 years,” said Michael Newbold, senior brand manager. “We focused on three key pillars, logo recognition, can-in-hand appeal, and flavour-first communication. Early feedback from both consumers and retailers has been overwhelmingly positive.”
The refresh accompanies a campaign developed with South Australian agency SAUCE, under the mantra “You Do You,” aimed at celebrating individuality and self-expression.
UDL was one of Australia’s first premix brands. “Sixty years ago, UDL delivered a drink format made for the people, long before Australians were ready to drink something beyond beer or wine,” Newbold said. “UDL has always reflected the evolution of Australian drinking culture. Decades ago, it launched an Ouzo & Cola inspired by our Mediterranean communities, a drink that’s still available today.”
The refreshed range is available at Dan Murphy’s and other national retailers. A national in-store promotion in November offers customers the chance to win music festival tickets, overseas travel, or $15,000 cash. Retailers will also receive point-of-sale support and summer marketing activity to encourage trial.
