Aujan raises brand awareness

The Saudi-based beverage maker has several initiatives on the go, including a new campaign for Barbican and the repackaging of Rani Float.

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By  David Ingham Published  April 5, 2005

KSA-based Aujan Industries is delivering on its promise to raise consumer awareness of its core beverage brands. Its first move is the introduction of a new advertising campaign to promote Barbican, its non-alcoholic beer brand, as the drink of the young and trendy. The company is now set to introduce new packaging for Rani Float, a juice drink that contains real fruit pieces. “The new Rani Float packaging graphics are widely seen as one of the most cutting-edge and dramatic packaging changes in the region,” says Tolga Sezer, head of marketing, Aujan Industries. “The new Rani Float change comes just months after the brand’s shift from the traditional non-returnable glass bottle to a modern and dynamic widemouth glass bottle, and a complete overhaul and innovation of its packaging graphics.” Awareness of the new Rani Float packaging is being raised via a new television commercial along with outdoor, radio and internet advertising, and through point-of-sale materials in retail and key account outlets. According to Aujan, the communications campaign for the new look Rani Float is as bold as the packaging itself and will help impress consumers and boost sales. Aujan Industries is celebrating its 100th anniversary this year. Rani, launched two decades ago in the Gulf, is one of the company’s four core beverage brands, along with Barbican, Vimto and Hani. Through a combination of organic growth and a big push into markets such as Iran, Iraq and Libya, Aujan intends to grow turnover from around $250 million in 2004 to $500 million within five years. The company is doing this under a strategy that is known internally as ‘five with five with five’, which means $500 million over five years with five brands. The identity of the fifth brand is set to be revealed soon. In an interview with Retail News Middle East, published in February, Alex Andarakis, the company’s chief executive officer, said that Aujan would spend $30 million on marketing its four key beverage brands in 2005. Later this month, the company is set to inaugurate its second production plant at the Dubai Investment Park.

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