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The nomination of Masafi's 'Best Activation-Point-of-Sale-Print-Online Campaign' is a top acknowledgement of a regional FMCG company among leading multinational brands from around the globe. The Fruitherapy campaign showcased the health benefits of Masafi's 100% pure juice blends and the natural healing it provides through innovative proprietary flavours.
The campaign, involving print, outdoor, public relations, website, leaflets, in-market displays and brand packs, focused on communicating the end-benefits of each product, provided by its various fruit flavours, instead of the product itself.
Rami Benjamin, Business Development Manager at Masafi, said:
"We take pride in this amazing recognition of Masafi Juice amongst the leading names from the beverage industry. To be among the finalists in such an elite brand-spread - that too within eight months of our Tetra Pak launch - is a great achievement. It goes to prove that Masafi Juices are definitely on par with the top global brands in quality terms."
He added: "The unprecedented success of Masafi juices is driven by our commitment to extending value and choice to our customers. Masafi's continuous endeavour is to provide wide range of options to our consumers catering to their various need-states. We are thankful for the support of Tetra Pak Arabia - our partners in innovative packaging, as also our communications partners for making this possible."
Packaged in Tetra Pak cartons, Masafi Juice comes in three 100% pure juice concepts to cater to three distinct need-states leading to their juice consumption i.e. rejuvenation, vitalization and a want of energy. The Masafi Mango and a blend of Pomegranate, Raspberry, Cranberry & Acai flavours offer the 'Rejuvenating Effect' while the 'Vitalizing Effect' is achieved by Masafi Apple and a blend of Peach, Passion Fruit, Grape and Apricot flavours. The 'Energy Boost', the third need-state for consumers, is achieved by Masafi Orange and a combination of Guava, Lychee & Pear flavours.
Masafi Juice contains no preservatives, no added sugar, no artificial sweeteners, and are 100% Pure Fruit Juice. Over 45% of Masafi Juice production is exported, which is indicative of the consumer trust in the equity of the brand.
Posted by Rima Ali Al Mashni
