Global Brands is encouraging customers to rediscover Corky's liqueurs by unveiling new bottle designs, innovative new flavours and a curious new identity to position Corky's as the Number One flavoured shot range on the market.
The major overhaul comes almost ten years after the brand was launched, and includes a complete revamp of the Corky's branding, improved liquid that delivers a more distinctive taste, and the introduction of Limited Edition flavours.
Fiery Ginger is the first in a series of special edition variants to enter the range, and has been developed in response to growing consumer demand for exciting and unusual new flavours.
Available in both on and off trade outlets, the new look bottles and flavours are part of the next phase of marketing campaign, the 'Curious World of Corky's', which launched earlier this year.
In the coming weeks, the Corky's 'Satisfy Your Curiosity' theme will come to life in the on-trade with illustrative 'through the keyhole' posters, light-up bottles for the back bar, innovative group shot serve PoS and unusually shaped branded shot glasses. In the off trade, the bottles and packaging were designed to give better stand out on shelf.
Kate Hodson, Corky's Brand Manager, said: "The Corky's re-launch is part of a long term strategic plan to reinvent the brand and make it valid to today's consumers and their tastes.
Corky's is about rediscovering the anticipation for, and enjoyment of great nights out with friends, and we feel that now, with the stylish branding and Limited Edition variants, we're responding to growing consumer demand for intriguing new flavours and out-of-the-ordinary drinking experiences.
"Corky's is a versatile brand and has the largest range of flavours of any flavoured shot brand, but the straight serve element in liqueurs is driving the category and our Twisted Shots concept has been really successful, so moving forward we want to continue to support customers with curious serves and sales drivers.
"This is an exciting time for Corky's because the brand personality allows us to be really creative when it comes to new flavour launches. Fiery Ginger is the first of an ongoing NPD drive, so customers can expect lots of weird and wonderful flavours. Innovation shakes up the industry as well as the category, and the activity planned for Corky's will reaffirm Global Brands as the company that thinks creatively in the eyes of our customers."
The campaign will also engage with consumers through social media, and Global Brands is launching an official Corky's Facebook page where people can interact with the brand to win prizes.