24 August 2014

Nigeria: We Have Injected Fresh Energy Into the Brand - Deepanjan

The Managing Director of Chi Limited, Mr. Roy Deepanjan has said the packaging changeover is the company's way of injecting fresh energy into the brand so that it can take its pride of place on market shelves and in many households.

Chivita 100% which can be enjoyed by consumers who desire pure, healthy and natural refreshment is now available in five variants of real pineapple, real apple, real orange, orange pineapple and orange mango.

He added, "A clear brand message is worth a thousand words. And since brand messaging is about capturing the right language that embodies a brand so that it stands out from the pack. Then, it must be simple, short and, above all, memorable. For effectiveness, it must also parade instantly attractive packaging".

Deepanjan affirmed that "In terms of communicating clear and effective brand message that will instantly resonate with consumers and which has successfully matched the message with each and every component of the brand is Chivita 100% which originates from the stable of Chi Limited. Chivita has solidified its market leadership by renaming to reflect the most crucial idea at the heart of the brand which is the 100% pure fruit juice that contains no added sugar, no preservative and no added colours".

He concluded: "To further drive the consumer's attraction to the new title, the variant name now appears as 'Real Orange' or 'Real Apple' on the pack as opposed to simply writing Orange or Apple. The interactive design features visual elements such as the "shake well" symbol as well as a "variant wheel" that reflects all other variants of the brand".


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