McCormick Foods Australia, working with creative agency BrandOpus, have launched a new range of Sourz – jelly crystals designed to tap into the increasingly popular sour confectionery trend.
The launch is accompanied by a refresh of the iconic Aeroplane jelly brand, with softer typeface and a subtly reimagined character execution for Bertie – the aeroplane character named after founder Bert Appleroth.
Megan Brabant, Director of Consumer Sales & Marketing, McCormick Foods Australia says the Aeroplane brand holds a special place in the hearts and minds of many Australians, young and old.
“BrandOpus have been able to carefully evolve Bertie and his banner, bringing a modernity without losing what makes him distinctive in the first place,” she said. “This is just the start of more fun things to come as we prepare for Aeroplane Jelly’s 100th birthday in 2027.”
The core idea of Bertie flying a banner across the sky for everyone to see is a powerful visual short-cut to the brand positioning ‘sharing moments of joy’ while also creating a cohesive design system.
Partnered with the vibrant (and often anarchic!) visual codes of sour confectionery, the pack is designed to reflect the playful, unexpected and imaginative world of Bertie as he traverses the night sky.
“What a gift the Aeroplane brand and assets are, with the name lending itself beautifully to the positioning, and creating a metaphor that transcends gravity, it travels, explores and opens a world of possibility,” said Nikki Moeschinger, Managing Director (APAC) at BrandOpus
“For a product like Sourz, it was a no-brainer to put Bertie in space!”