Thorncroft cordials were suffering from a misconception that their bottles contained less cordial than other brands. Their product is more concentrated, so the smaller size of the bottle was impeding the visual comparison on-shelf. We sourced a new style of bottle from Italy which is the same height as their competitors but still contained the same amount of liquid as their previous bottle.
The brand was re-positioned in the new style slim bottle as a premium cordial and new label packaging created in the style of an English Country Garden to appeal to the identified target market. The communication of the 12:1 dilution was added to re-enforce the difference in strength of taste between itself and its brand competitors.