Lacnor, a UAE-based dairy and fruit juice company, has unveiled a new corporate campaign designed to rejuvenate the brand and strengthen the company’s identity.
The move, which coincides with Lacnor’s 25th anniversary, will also be accompanied by the introduction of new products, as the company looks to tap new regional and international markets.
Smeha Fallakha, Lacnor’s marketing manager, said management decided that after being present in the market for 25 years, the company needed to update its image. “We found out through research that the brand had to be re-launched and rejuvenated for the consumers and as we are making a lot of changes to our products, I believe this is the right time” he told Retail News Middle East.
“We’re changing designs, we’re adding new product ranges. We are venturing into new categories of product.”
Lacnor’s brand re-design is set to be comprehensive, with a significant amount of money being invested in it, according to Fallakha. The company has appointed a new advertising agency, Intermarkets, and a new PR agency, Third Eye. “We’re looking to change everything and come up with a new logo, a new selling line and change the image of Lacnor,” he said.
An important part of the re-branding is Lacnor’s new strap-line ‘live life’, which replaces the previous motto ‘naturally’. The company’s research revealed that the old tag line had become tired and had lost its impact, largely because other dairy and drinks producers were also using similar terms.
“This has been over-used and abused by all the producers,” Fallakha said. “This is why after research and discussions, we finally came up with ‘live life’. We’re going to use it on our corporate communication a lot more. Trying to associate Lacnor with a healthy and trendy life style.”
The ‘live life’ tag line will appear on all Lacnor products, and the drive to breath new life into brand will also involve updated packaging for selected items, including one-litre and 200 ml juice lines. “In one litre juice, we have 14 variants and in the 200 ml, we have 15 variants, so it’s a significant move,” Fallakha said.
He added that staff uniforms will also be updated in the re-branding process. The developments are being consolidated by an extensive advertising campaign including television, radio and print advertising, and this will continue throughout the year.
In terms of product launches, Lacnor is planning to move into new segments, including premium health products and cooking products, Fallakha said. “We’re looking to launch healthy lines, such as products with no added sugar, and value-added products. The consumer is now looking for these specialised products.” Lacnor, which is based in the UAE.
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