Minute Maid Pulpy, a refreshing fruit drink popularly known as a “Pulpy Orange” in Pakistan until last year has transitioned to “Rani Pulpy” in the summer of 2015. The Coca-Cola Company announced a transaction to acquire approximately half of equity in Aujan Industries’ beverage business, one of the largest independent beverage companiesin the Middle East in December 2011. The agreement was finalized in the summer of 2012.
This acquisition was announced through a smart & sound strategy around “Tabdeeli” (change) with loud enchantments of the slogan “TabdeeliAgaye Hai!” being shown as “Breaking News!” in the TV commercials, radio spots and outdoor advertising. The brand leveraged the “Change” phenomena very aptly since this is the only topic we have been hearing on all news channels day in and out. Tabdeeli is the center of all tea-time discussions and debates; from newsrooms to the dining tables, this is one topic which has been talked about the most in recent times. It is a phenomena to which no one can turn a deaf ear to.
From comic strips on social media to headline bulletins, Tabdeeli has taken over all conversations in our country by storm. And in such a situation, the change of Minute Maid Pulpy to Rani Pulpy is announced; embracing the notion with a light-hearted twist.
Rani is one of the most popular drinks in the Middle East &Aujan’s flagship brand. Over the years, Rani has established the unique brand property, Float, the fruit juice with real fruit pieces, or “chunks,” which distinguish the brand.
Rani Float launched 30 years ago in Saudi Arabia and has since experienced tremendous sales growth across the Middle East, North Africa, Europe and other export markets.