DAY, the award-winning Amsterdam creative agency that officially launched its Middle East operations in Dubai this summer, has revealed its contribution to the creation of "Perky Pink Grapefuit", the latest addition to the growing rang of juice drinks from Masafi.
DAY was appointed by Masafi to develop a name, a brand identity, packaging and creative campaign for the new pink grapefruit drink which arrives on UAE supermarket shelves this week. Perky Pink Grapefruit's arrival will be supported by an outdoor advertising campaign, in-store POS and a public relations drive.
Commentating on DAY's contribution, Dennis de Rond, Strategy Partner, said:
"We really tried to get into the psychology of how drinking this pink grapefruit blended juice makes you feel - healthy, uplifted, upbeat about the goodness you are putting into your body and the sensational feel on the taste buds. Perky Pink Grapefruit was the ideal choice, brought to life using images reflecting the ingredients used and colours associated closely its up-lifting spirit."
The creative brief stated the new brand should focus on the health and nutritious values of grapefruit and the uplifting effects it has on the body. With a nod towards humour it was also requested that the new brand should highlight its fresh and distinctive taste – an energising tangy blend of grapefruit, orange, lemon, apple and carrot - that not only quenches the thirst, but tingles the taste buds.
Rami Benjamin, business development manager at Masafi, commented:
"With a top five ranking in the UAE's PET juice market and increasing growth and penetration in the Tetra sector, Masafi's recent move into the health-orientated juice drinks has been as impressive as it has been successful. It is vital that we continually improve and enhance our product development and positioning. Working with DAY has allowed us to do this creatively. Their delivery for the Perky Pink Grapefruit brand and subsequent launch campaign is testament to this."
Perky Pink Grapefruit comes in 100% recyclable PET packaging of 1 litre. Pink grapefruit possesses numerous elements that are positive for maintaining good health such as Vitamin C, Vitamin A, Calcium, Iron, Manganese, Potassium, Phosphorus, Magnesium, Folate and B-Vitamins. It can aid weight loss due to its low sodium and high fat burning enzyme content and is a powerful antioxidant. Grapefruit is also effective in lowering cholesterol and is an effective antiseptic.
Founded in 2007, DAY is a multi-disciplinary, creative agency, offering brand strategy, corporate identity, packaging and branding services. In just three years, the company has expanded its operations outside of its Amsterdam base to include both New York and Dubai offices. Dubai officially launched this summer and is the latest addition to the company's growing network. The office will serve both Middle East and North Africa markets. The Dubai agency has an impressive roster of launch clients that include a range of projects for Unilever, Coco-Cola and Masafi.
