Oman’s popular chip brand, Suroor, has revamped its image to tie in with the lifestyles of the country's young and most dynamic.
Rolling out from January 19, Suroor chips, the anchor brand for newly formed Mehdi Foods LLC, are for the young and the young at heart. A range of existing and new flavours have been developed with Tomato Ketchup, Ready Salted, and Chilli, being introduced in the first phase of distribution.
Commenting on the new look, Mr. Redha Jawad Mehdi, Managing Director, Mehdi Foods, commented: “Built on its unique personality, Suroor aims to attract those who strive for an adventurous life. The re-brand will bring this to life through its colourful new logo and packaging, designed to target those who are fun, outgoing and always on the go.”
“Developing the new brand identity for Suroor will allow us to strengthen the brand and gain a stronger position in the marketplace. The new and appealing Suroor packaging, logo and point of sales units will establish us as a widely recognised brand, bringing a new power to the chips to attract new customers as well as stimulate existing ones,” Mr. Redha continued.
The re branding of the Suroor chips started with an intriguing teaser campaign which featured the new logo, revealed in three parts, appearing on consecutive days in the local media. This created an inquisitive build up amongst consumers until the new Suroor brand image was presented.
As part of the brand relaunch, Suroor is embarking on an extensive rollout campaign which will feature an extensive tasting programme at Muscat’s leading stores. These include Muscat City Centre, Lulu’s, Safeer, Al Fair and Al Jadeed.
Suroor ‘Try It’ hit squads will also tour Muscat City Centre and invite people to taste the chips. In addition, taste agents will be asking consumers to name favorite flavours and what weird and wonderful flavours they would want to eat as a chip.
The new and improved Suroor chips will also be present at the Muscat Festival from the 21st January to 18 February 2005. Weekly activities will be held asking visitors to the Suroor stand to try certain activities. “I am extremely excited about the new brand identity for Suroor and believe it will be an extremely positive move for us, helping us to grow as one of the most popular chip brands in Oman. Keeping up with the youngsters of today is very important to Suroor and the new image demonstrates this perfectly and will surely secure a top place in the market.” Concluded Mr Redha.
