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WINNER: PEPSICO, ZIGGURAT BRAND CONSULTANTS COMMENDED: NESTLE, COLEY PORTER BELL

Apple-juice brand Copella believed a packaging redesign could fuel greater trial of its drinks. It was confident that their quality meant once consumers tried them, they would become regular buyers.

The objectives of the redesign were to make the brand synonymous with expertise in apple-juice production, engage a young, affluent market, boost its visual impact, and increase frequency and weight of purchase while retaining a premium positioning.

The solution was to break away from the existing packaging, which relied on simple illustrations of fruit, by introducing a brand icon. The redesigned packs featured an apple-shaped window looking onto a picture of the Suffolk countryside, where Copella's products are made. This asserted the Englishness of the brand, while developing a visual device that helped it stand out from the competition.

The results were impressive, not least because they were achieved without advertising. Pack sales leapt 40%, compared with a market average of 16%, value sales increased 32%, market penetration rose 28%, purchase frequency 13% and weight of purchase 9%. Consumption between 6pm and 9pm increased by 335%, helping Copella break out of the breakfast market.

The brand's strength is illustrated by the premium it can charge compared with own-label equivalents - a gap greater than that enjoyed by either Heinz Baked Beanz or Walkers crisps.