LIVITON is one of the trusted energy brands, however the target market was limited to older consumers who knew the brand for years. As marketers we wanted to reach the next generation consumers, we targeted students who need energy to study. The packaging was updated to appeal to students and the mantra – LIV.IT.ON is a play on the well-known name and to be more awake (switched on), which is the primary indication for this product. The new packaging launch was supported with student campaigns at universities all over SA.
