'Fruitition' to reinforce Tang's vitamin-added proposition
Powdered juice brand Tang has repackaged to reinforce its position as a fresh and healthy beverage alternative says the makers, Kraft Foods.
Kraft hopes that the move will associate the brand with freshness, much like its counterparts in liquid form.
It also follows plans to open a Bahrain production factory at the end of the year.
"We are maintaining the equity of the brand by uplifting it. We didn't want to change the face so much but we knew the flavour must be fresh and have natural flavours," said Vishal Tikku, marketing director, Kraft Foods.
Along with the repackaging, vitamins and new flavours have been added. The word 'fruitrition' has also been deployed to highlight the vitamins' added value.
A Gulf-wide campaign developed by Ogilvy includes TVCs, outdoor and print targeting homemakers has launched.
Every Holy month of Ramadan, Tikku says sales more than double.
Meanwhile, research also saw that about half of the total beverage consumption of the day is consumed during lunch.
"We can only be consumed at home so this is a good place to own," said Tikku.
With a market share of 80% in the region, Tang's third largest market is the Middle East, Brazil takes the top place while Mexico is at second. Saudi Arabia accounts for 50% of GCC sales.
© Gulf Marketing Review 2007
