The message of the new impressive advertising campaign of KEAN is that juice is more than a refreshing product, and encourages consumers to feel the joy hiding in every juice box.
Colorful images and unique characters in swing rhythmus make up the company's new advertising campaign, which invites consumers to feel that every moment a juice box opens is the happiest moment of the day, as a new world comes out in front of them.
The Campaign of the New Era
The campaign, conducted by Pandora Ogilvy advertising agency in collaboration with Yell Images Animation Studio, reminds consumers that any tasting experience can be a journey to the well being, KEAN Marketing Director, Evi Papadopoulou said, noting that the goal was the reclassification of juice in our everyday nutritional routine. She adds: "There are many juice products in the Cypriot market, well-known and unknown brands. KEAN wants to remind consumers of its strong quality, flavor and local produce, pointing out that for decades it has absorbed enormous quantities of Cypriot fruit to offer something special by supporting Cypriot production".
At the same time, she said, the goal of applying a new approach and style to a 68-year-old brand, with this campaign, is to renew the image and mark a new era for juice. Asked how the new campaign combines with a new era for KEAN, she stresses that the company always wants and must be ahead of the market developments:
"By monitoring the international trade and the needs of our customers in the 48 countries where we export, we have already started creating three other juice brands, which has prompted us to distinguish KEAN as the most traditional and timeless brand that carries the most values". It is noted that KEAN produces juice products for three other overseas clients and for four other Cypriot companies, thus upgrading the capabilities of the Cypriot industry as a production center.
Project for the local produce
Regarding the serious shortage of local produce, Evi Papadopoulou explains that the continuous decline in Cypriot citrus production poses challenges as well as possible future partnerships. "Although we have always relied on Cypriot citrus, we regret that we see no progress in the sector unless a long-term government strategy for citrus cultivation is implemented," she said, noting that the situation was exacerbated by the eradication of thousands of trees, with the aim of creating residential and other developments, as well as the fact that the young generation is not motivated to be involved in the agriculture sector, which made Cyprus known throughout the world.
As KEAN’s Marketing Director points out, the company implements two big projects in order to be able to secure enough local produce. Constantly upgrading, after 68 years, KEAN has been building creatively on the experience, the trust of the world and the true quality it offers to consumers: "We want to communicate our progressive and modern character, and our vision is not to let the company grow older, without forgetting the older generations that grew up with KEAN,” she concludes.
View the two new commercials of KEAN on the links below:
