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Rani’s two new flavours battle it out for consumer’s preference

Saudi Arabia: Thursday, July 24 - 2008 @ 13:11

To entice their consumers, Aujan has launched the Rani “pick your winner” advertising campaign, whereby consumers are encouraged to try both new Float flavours and determine which one tickles their taste buds more.

While consumers in the GCC have enjoyed Rani and its consistently evolving portfolio of products for 25 years, Aujan decided it was once again time to add new variants to Rani’s float selection.

The parent company needed to determine which flavours they would want to introduce.

Based on research conducted by Aujan, they decided to launch mango, as this is the No.1 selling flavour in the Middle East region.

Wanting to add further to Rani’s portfolio of flavours, Aujan adhered to a study done by Mini Vas, that concluded that lime and lemon are most preferred and liked in the Middle East.

The study uses a Mini Virtual Aroma Synthesizer to gauge the audiences’ sensory approach and determine flavour preferences. The lemon flavour is the 5th addition to Rani’s range of floats.

The main objective for the launch campaign was to introduce the new flavours with clarity and attitude, whilst also creating a fun and relevant advertising campaign.

Aujan and their advertising agency Face 2 Face decided to introduce the new variants in the form of chunks.

The rationale behind the campaign was to take the chunks one step further and invite the consumer to choose between the chunks, who themselves are competing in various challenges.

Clayton Buckley, Vice President – Marketing at Aujan adds:

“We are very pleased to offer our new Rani float flavours to our Middle Eastern consumers. Face 2 Face has yet again created an engaging and entertaining advertising campaign to support our recent new flavours. We are also proud to say, that our innovative strategies towards brand and market development, as well as our extensive research have seen Rani sales grow to 150% internationally – an achievement we at Aujan are extremely content with.”

To this day, Rani continues to lead the category of float product offerings with their real fruit pieces in the Middle East.

The unique ‘real fruit pieces’ drink, was awarded the 2008 GEMAS Award for Marketing Achievement.

Taking brand sales from $119m in 2004 to $270m in 2007, Rani has consistently delivered against sound advertising and marketing strategies.

In Addition to their new campaign, Aujan has also added India to the list of 56 countries around the globe where Rani is available.

The parent company’s strategy is to enter new geographic locations with this product, and being one of the world’s fastest growing economies, India is a key market for Rani.

As Aujan’s flagship brand, Rani is perfectly suited to enter into the estimated Rs150 core market, particularly given its very competitive Rs15 price tag.

The Indian market is currently growing at 45% in the fruit drinks segment; through market research, Rani shows excellent potential in the country, with its range of four flavours – orange, peach, pineapple and mango – represented there.

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Thursday, July 24- 2008 @ 13:11 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.

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