Rascals relaunch, new packaging, new young market

Whalleys' creative director, Craig Rafferty-Marais, said, "It was great to be involved in the resurrection of such an iconic and well-loved brand. With international licensing restrictions and an almost cult following, the challenge was to deliver on this nostalgia, while still creating something iconic; an evolution that would appeal to today's children."

The relaunched brand retains the equity of the original recipe, the memorable cheeky characters and the 'Rumble in the Jungle' theme, while offering bright, new-look packaging for each of the three flavours; Fruity, Berry and Sour Rascals.

The result is a colourful, playful brand identity that retains the nostalgic appeal of the original Rascals for the older generation, while ensuring the range is just as eye-catching and exciting for new, young consumers.

The hype around the launch in mid-July was created through the pre-launch announcement made via the official Facebook and Twitter pages.