Martin Steele, brand manager for Barr's told The Drum: "We were looking to update the packaging because we hadn't done anything to it for a number of years. It will tap into a very emotive side of the consumer psyche. It's something that will be very familiar to them because a great deal of the design is based on the stripe of the glass bottle which has a long heritage."

Aspiring brand managers will note the fusion of the old and the new in Barr's branding combining customer recognition with a new edge to entice new customers.

www.thedrum.co.uk