For the second year running, Aujan Industries’ Rani won the Best Cold Drink of the Year award.
“Retail News Middle East is a truly respected publication within the industry, and their recognition is a great achievement for us,” said Tolga Sezer, Executive Vice President, Aujan Industries. “The FMCG sector is growing at a breathtaking rate in this region, and competition in soft drinks is especially intense. So for Rani to win this award two years in succession is a further indication of the brand’s success.”
Rani, which was introduced to the region in 1982 by Aujan Industries, has witnessed tremendous growth across the GCC, Iran, North Africa and other international markets, generating sales of US$207 million by 2006. Rani Float is the premier product in the Rani portfolio, and is strongly supported by an innovative and popular multi-media campaign incorporating the concept of “Chunks.” The campaign has been launched through television, radio, press, print, outdoor, in-store visibility and online communications.
“We are very proud at Aujan Industries to call Rani our flagship brand, our superstar,” said Sezer. “Rani continues to be enormously popular, thanks to its unique product positioning and clever communication strategies, but mostly because youngsters enjoy drinking it.”
In early 2006, Rani sought to capitalize on the success of Rani Float by launching a line of “Fusion Float Flavours.” As with previous Rani campaigns, the launch of the new flavours featured the Rani Chunks, the madcap characters that have become the embodiment of the real fruit pieces in Rani Float. Sezer expressed confidence that these new flavours will help Rani winning the next year’s awards, leading to a hat trick for Aujan Industries.
The Retail Middle East Awards consisted of ten categories covering all aspects of the Middle East’s FMCG sector, including Best Dairy Product of the Year, Best Juice of the Year and Best Hot Drink of the Year. In addition, the ceremony featured four business awards: Best Food Producer of the Year, Best Distributor of the Year, Best Marketing Strategy and the Innovation Award.
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