It has been confirmed the Lilt brand will be ditched after 50 years with the bosses at Coca-Cola having rebranded it this week to Fanta Pineapple and Grapefruit.

The Fanta brand manager has reassured Lilt’s loyal fans that the drink’s iconic taste will remain the same, with a fresh rebrand.

I’m not sure how I feel about that. Lilt was my go-to drink as a youngster in the 80s as it made me feel a bit exotic and interesting 😂. The catchy tv ad transported me out of a cold and drizzly NI to warm sunshine and sandy beaches. I recall the tv campaign featuring the Lilt Man, the uplifting theme tune and the headline “Lilt – With the Totally Tropical Taste!” Interestingly nearly 40 years on I still remember that tune and strapline which is surely a testament to its timeless branding.

Things to consider when rebranding a well-known product:

1. Brand recognition: Customers may have a strong attachment to the original brand and may not immediately recognize or trust the new brand.
2. Cost: Rebranding can be expensive, especially for well-known products, as it often involves changing logos, packaging, advertising campaigns, and other marketing materials.
3. Risk: There is always a risk associated with rebranding, as customers may not respond positively to the new brand, potentially leading to a loss of market share and revenue.

I hope that Fanta’s creatives will come up with a catchy and memorable campaign that can uplift their audiences for the next 50 years. Only time will tell if the new brand will be able to retain Lilt’s loyal fan base and capture new customers with its updated branding.