Rani: Kees Gawafa, Rani Float

Credits & Description:

Client: Rani Refreshments
Brand Name: Rani Float
Agency: Mindshare MENA
Rani was continuously being outspent by its competitors in a fast growing Egyptian juice market, with a negative impact on its sales. We had to find a way to promote their new Guava flavor launch. We leveraged the Egyptians light heartedness & sarcasm, and created a campaign around a popular Egyptian expression, “Kees Gawafa” to reshape public opinion about Guava as a fruit and give it back its respect as one of Egypt’s best-loved flavors. The campaign over delivered on the sales, market share and share of shop targets successfully.