Lacnor, a Sharjah-based fruit juice and dairy producer, has re-launched its juices in redesigned packaging as part of a campaign to revitalise and rejuvenate its brand.
Lacnor introduced the new pack design, which cost about US $50,000 to roll out, for its entire juice range, which includes apple, orange, cranberry, and grapefruit, among others. The juices are available in Tetra Pak cartons with a new easy-to-open cap, which is also designed to help avoid spillage when pouring.
The packaging is intended to complement Lacnor’s new corporate campaign slogan “Live Life” which represents a philosophy of ‘making the most of every moment’. Apart from the “Live Life” corporate campaign and colourful new pack designs, Lacnor is also reviving its website to include interactive games, health tips and recipes among other features.
The redesigned juices appeared on the shelves of big supermarkets and hypermarkets in the UAE in March, in a switchover process that took less than 48 hours.
The new design will soon be appearing on shelves in Oman, followed by Kuwait and Bahrain, according to Smeha Fallakha, Lacnor’s marketing manager.
“The new look captures the brand’s essence with the new company philosophy. Lacnor consumers will continue to enjoy the same quality juices in a new attractive pack,” Fallakha said.
“The re-launch campaign is aiming at reaching new leadership levels in the local and regional markets.
“Our industry is very dynamic; consumers are increasingly concerned about the fresh, healthy and nutritional benefits of our products. At Lacnor, fulfilling such requirements has always been, and will remain one of our main priorities,” Fallakha added.
“With this in mind, we conduct ongoing market research and product development to learn more about today’s consumers’ expectations. The new package design was a natural result.”
In other developments, Lacnor recently appointment Tony Otayek as national sales manager. Otayek, who previously worked for Pepsi in Saudi Arabia, is responsible for leading Lacnor’s sales team in the UAE. At Pepsi, Otayek worked as organised trade sales manager and business development manager.
Najib Nasr, Lacnor’s general manager, said: “I am confident that Mr. Otayek is an added value to Lacnor. With his dedication and enthusiasm, he will undoubtedly achieve our ambitious target in 2007 and build on our success to date.”
Lacnor was established in 1981 as part of NFPC, and is one of the UAE’s leading players in the fruit juice and dairy sector, with sales growth averaging more than 20% a year over the last 10 years.
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