The centenary festivities at Aujan Industries continue as the largest privately-owned, independent soft drink and confectionary manufacturer, marketer and distributor in the Middle East celebrates the 79th Ramadan with Vimto across the region with a brand new advertising campaign.
Since 1928, Vimto has been sharing its great taste with families in the region during various occasions throughout the year, and in particular the Holy month of Ramadan.
This year, Aujan Industries is once again celebrating Ramadan with its customers by way of an highly emotional advertising campaign that kicked off right before the beginning of the Holy month. The new campaign honors the role of Arab mothers and the important role they play within the family and the contribution they make to overall preparations and festivities.
“We regard our deep roots in the local GCC culture and market as our valued heritage and the foundation of the future growth of Aujan, therefore we are particularly proud of Vimto, one of the Gulf region’s traditional drinks during Ramadan and throughout the year,” said Tolga Sezer, Marketing Director at Aujan Industries.
The timing and creative treatment was modeled on the same timing as that of the Holy month. The teaser campaign was aired prior to the start of Ramadan and is followed by a series of television commercials that highlight traditional Ramadan festivities such as the welcoming of family members and Iftar. The television commercials were aired on the first day of Ramadan, highlighting the role that Vimto has played in sweet family gatherings.
Furthermore, the campaign reflects Vimto as an integral part of the day-to-day activities during the Holy month and is closely linked to the happiness created by the reunion of the family. The great taste is passed on to the various generations through Arab mothers who nurture the family and offer its members only the best in taste and the most trustworthy nutrition.
The above-the-line campaign is supported with extensive outdoor advertising across the region and the creative treatment of the campaign celebrates the mother as the centre of the family.
Various below-the line activities will be implemented in trade outlets ensuring that Vimto is top of mind for consumers when purchasing the requirements for Ramadan festivities.
The campaign will end with a farewell TV commercial aired during the last days of Ramadan and Eid and a promise only Vimto can make - to reunite with consumers next season.
Note to Editors:
Established in 1905, Aujan Industries is the largest privately-owned, independent soft drink and confectionery manufacturer, marketer and distributor in the Middle East. With over 1,200 employees and turnover of US$250 million, it is one of the top 100 companies in the Kingdom of Saudi Arabia. The Company’s greatest strength is its own well established brands namely Rani, Barbican, Vimto and Hani and its long association with leading international brands including Cadbury, Wrigley’s and Unilever’s Lipton Ice Tea.
