Purity, based in the UK's West Midlands, enlisted top-rated design agency Williams Murray Hamm for a complete redesign of the JuiceBurst brand's packaging.
The rebrand, to be supported through a full marketing campaign, makes use of cutting edge Blippar technology to make the new labels fully digitally interactive.
When a label is photographed ('Blipped') using a smartphone, the consumer will see fruit 'exploding' onto their phone screen and be able to make use of links to JuiceBurst social media channels inviting further consumer engagement including consumer competitions.
As well as new machinery from Krones, Purity is using preforms from Esterform and labels supplied by Berkshire Labels, both also based in the UK.
Due to be unveiled on shelf in the UK at the beginning of February, Purity says the revamped JuiceBurst is: "The world's first digitally interactive soft drink brand."