THE WORLD OF HEINEKEN
FAYROUZ
GOES
Y
GLOBAL
The popular malt beverage Fayrouz is currently being scaled up, now sold in more than
15 countries with more on the way. First launched as a local brand in Egypt by the
Al Ahram Beverages Company in the mid 1990s, Fayrouz is a sophisticated soft drink with
global appeal, taking on some of the world's leading soft drink giants.
This spring, Fayrouz entered the Nigerian market with the
brand's usual marketing aplomb. A fruity, upscale
carbonated soft drink that contains less sugar,
carbonation and acidity than typical soft drinks, Fayrouz's
true appeal is that it is the only international soft drink
that treats young adults like, well, young adults.
Fayrouz is a premium, non-alcoholic soft drink combining
the richness of natural golden malt and delicious fruit,
with carbonation and a rich foam-head. "Our Nigerian
campaign, called the 'Blonde' campaign, is a perfect
example of how we are positioning this brand," says
Fayrouz International's director Espen Mansfeldt. "Central
to the campaign is the uniqueness and unconventionality
of Fayrouz, a vibrant beverage for the more adventurous
consumer."
Creative, daring marketing initiatives have paid off nicely
for Fayrouz. Stepping up the international rollout of
Fayrouz, the brand is currently on sale in 15 countries
such as Morocco, Nigeria, the Kingdom of Saudi Arabia
and UAE and is expected to be available in some 20
markets by the end of the year.
PAGE 42
