Why is this work relevant for Brand Experience & Activation?
The special packs gained the shelves and invited consumers to see and experience the brand in a way they hadn't before.
Barakat is one of the oldest fresh juice brands in the UAE and while it is loved by millions, not everyone knows that Barakat is actually a proudly local brand that's all about fresh products with zero additives or preservatives.
The alarming obesity rates in the UAE and the common purchase behaviour that entails shoppers making decisions based on enticing packaging (while ignoring the ingredients label at the back, and the impact of their consumption on their health) led Barakat to shed light on the importance of reading labels and raising awareness over what people are consuming - while, of course, highlighting their main point of difference vs their competitors: a fresh and healthy product.
Describe the creative idea (20% of vote)
We stripped everything out from the Barakat bottles - product claims, images, slogans - and left on it only what matters: the ingredients label.
As simple as it can be - just our products.
Just fruit, with zero additives or preservatives.
Describe the strategy (20% of vote)
From the redesigned bottle we've creates a full 360 awareness campaign, raising awareness on the importance of reading and understanding the labels of the products and highlighting Barakat's point of difference from other juice brands.
Describe the execution (30% of vote)
We redesigned our bottles by removing everything from the packaging except for the only part that people should be looking at: the ingredients label. We then filled our fridges with the blanked out bottles complimented with POS material explaining the reason behind the new design and prompting shoppers to #ReadingTheLabel. What they noticed was that our products are in fact 100% natural and what they took away was a new purchase behaviour that would benefit them for life.
In cinemas across the country, and through a paid social strategy our brand film reinforced the importance of eating fresh.
Special packs were sent to key influencers to spread the word to their network and social media platforms were flooded with awareness content on the importance of the issue.
On IG, we hosted a live session with a certified nutritionist who explained nutritional terms commonly found on food labels.
List the results (30% of vote)
3,637,318 total reach
14% increase in sales
USD 500k+ earned media
+91% positive sentiment
Highest performing social media posts ever by the brand