Lemon Lime and Bitters in new packaging

Today, with the brand poised for international expansion, Angostura Lemon Lime and Bitters has launched a new, redesigned packaging, supported by an advertising campaign — “Live Love Be” — which communicates the brand’s core attributes to its many consumers.

The new packaging, designed by Good Creative UK, retains the striking lemon and lime colour palette that is intrinsic to the brand, while elevating the iconic Angostura logo to the head of the design, making it a key focal point.

“The packaging redesign strengthens the connection between Angostura Lemon Lime and Bitters and its ‘mother brand,’ Angostura aromatic bitters, through elements such as the yellow tab,” says Angostura CEO Genevieve Jodhan.

“The effect of this will be to reinforce the fact that Angostura Lemon Lime and Bitters is the only carbonated soft drink in the world that contains Angostura aromatic bitters,” Jodhan adds, “Our goal is to align the look and essence of the brand in all of our markets as we build the brand globally.” In-depth consumer research guided the brand’s Live Love Be campaign, which recognises that Angostura Lemon Lime and Bitters consumers are socially active and focused on the enrichment of life and inclusiveness.

“The Live Love Be campaign includes a well-rounded combination of media and promotional activity and a very strong presence in our trade channels,” says brand manager Lawn Davis, “It reflects the personality of Angostura Lemon Lime and Bitters consumers: They Live by being aware and involved in every actual, waking moment; they Love whole-heartedly and go for it with all that they’ve got and Be, by staying true to who they are.” The new packaging and advertising campaign rolled out on May 11