New Look, Same Legacy

By: Ashmar Mandou

Lawndale News Chicago's Bilingual Newspaper - BusinessChicago-based international brand Tampico has been a part of the lives of so many families for decades with its fruit-flavored drinks adorning kitchen tables across the globe. Now, Tampico is ready for a change which involved a rebranding of its ubiquitous design to represent a new wave of consumers. “It is fulfilling to be able to work with a brand that truly understands the needs of their consumers, a brand that is nostalgic for so families who grew up drinking Tampico,” said Marta Gerdes, vice president of marketing for Tampico Beverages. “So when the opportunity was presented to rebrand it was a natural next move because we strive to keep up with the pace of an ever-evolving consumer market. The world has changed through social media and we wanted Tampico to reflect those changes.”

Tampico Beverages, one of the world’s leading beverage brands, and early May it announced the launch of its brand refresh, including an updated logo, a new look and feel across its family of fruit flavored juice drink products, website and social media channels. To celebrate this milestone and provide consumers with a chance to engage with Tampico’s new brand expression of being “Imaginatively Curious,” Tampico brand ambassadors held activations in seven major cities across the U.S. starting. “Tampico hosting these activations is a great way for us to, first say ‘thank you’ to our customers as well as create a stronger sense of community.”

The refresh to Tampico’s brand and labeling is designed to offer a more fun, adventurous and uplifting aesthetic, instilling a spirit of discovery and joyful moments into loyal brand fans and new-to-Tampico consumers alike. The new logo, with juice droplets emanating from the Tampico name, is designed to symbolize a burst of flavor, with the letter “o” converted to a smile that conveys the fun found in Tampico juice drinks.

“Our brand refresh is all about reinvigorating the Tampico experience for our consumers,” said Gerdes. “Our new look captures our consumers’ desire for creating joyful moments, while still preserving Tampico’s tradition of trusted quality, excellent value and unique flavors. We are thrilled to embrace the new way of expressing our ‘Irresistible’ brand essence as a state of being ‘Imaginatively Curious.’” The brand refresh is simultaneously being rolled out across Tampico’s products and digital properties, including its website (, blog (, Instagram (@TampicoOfficial), Facebook (@DrinkTampico) and Pinterest (@TampicoOfficial).

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