Campa Cola gets a makeover

The all new Campa has returned in a transformed avatar. A popular brand from the 1970s and 1980s, is now being launched in cola, lemon and orange flavours. As Ashwini Deshpande, co-founder said, Campa is being launched in cans and PET bottles, since “Aerated beverages need to be packed under a high degree of pressure.”

03 Apr 2023 | By Disha Chakraborty

Reliance brings back Campa with Elephant

The last leading cola brand was launched in India about 50 years ago. And other leading cola brands are global giants. The rebranding echoes the brand's bold and confident personality, where the use of deep purple is complemented by category-defining red in the Campa ‘swoosh’. This element emulates wiping a chilled can or bottle to reveal the brand. The font used for the logotype mirrors Campa’s stance of a confident, unconventional brand that is set out to make its own big league. The arrowhead element on the ‘A’ also evokes the feeling of a rising, uplifting beverage that goes above and beyond the status quo.       
The use of purple strikes a balance between category-dominant blues and reds, while its transition toward red is to connect with the young cola consumers familiar with the category. 

“We set out to develop a contemporary brand for the confident young India. We believe branding is about helping consumers identify with the product and navigate better; whether through e-commerce or on retail shelves. Our work is always focused on people and guiding them towards the right choices,” said Nidhi Isaac, director – Brand and Design, Elephant.

“Rebranding Campa was once in a lifetime opportunity. How many independent brand agencies can claim to develop a megastar cola brand? With the ambition & resources of the Reliance team, we had a solid backing for venturing into new ways of bringing the brand to life. As we had a consensus that Campa would be built on the codes of being confident, unpretentious, and highly differentiated, there was no need for creating multiple brands for different flavours as the attitude and promise would remain consistent across all Campa beverages. This would also be a ‘first’ in this category” says Ashwini Deshpande, co-founder and director at Pune-based Elephant. 

With 33 years of unparalleled experience, Elephant is a design-led strategic consultancy that collaborates with organisations to develop meaningful and sustainable brands.
 

Latest Poll

The packaging industry is confused by recycling and sustainability rules in India. What is the biggest challenge?

Results

The packaging industry is confused by recycling and sustainability rules in India. What is the biggest challenge?

Shortcomings in EPR policy

 

22.22%

Inadequate infrastructure

 

11.11%

Shortage of recycling firms

 

16.67%

Lack of consumer awareness

 

50.0%

Total Votes : 18

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