Rani Sports Buffs take on Challenges at Adrenaline Sports Live
Rani, the unique 'real fruit pieces' drink, was on hand to quench the thirst of the adrenaline seekers who jumped into the action packed events at the Adrenaline Sports Live Festival in Abu Dhabi this November. Attracting more that 20,000 adrenaline induced sports buffs, the festival was a huge success. Enticed by the brave tricks and stunts of their peers, many tested their own endurance on the exciting obstacles such as the Human Foosball simulator, Abseiling and Wall Climbing. The theme and activities of the event corresponded to the gaming platform which Rani has been promoting itself with marketing and advertising strategies realized in 2008 – and sponsorship of exciting challenges seemed like a natural association.
This year, consumers have been lured by the popular "pick your winner" advertising campaign, and prompted to try Rani's two new Float flavors; Lemon and Mango, to determine which one tickles their taste buds more. The main objective for launching the campaign was to introduce the new flavors with clarity and attitude, whilst also creating a fun yet dynamic competitive streak in the advertising campaign.
Ahmed Shaboury, Head of Brands, Aujan Industries commented: “We were very excited to support the region's first ever Adrenaline Sports Live festival. It was wonderful to see so many of the younger generation testing their endurance and pushing themselves to conquer the obstacles before them."
To this day, Rani continues to lead the category of juice drinks offerings with their real fruit pieces in the Middle East. Taking brand sales from $119 million in 2004 to $270 million in 2007, Rani has consistently delivered against sound advertising and marketing strategies.
In Addition to their new campaign, Aujan has recently added India to the list of 56 countries around the globe where Rani is available. The parent company’s strategy is to enter new geographic locations with this product. Being one of the world’s fastest growing economies, India is a key market for Rani.
