The Nation Newspaper

Tag: chivita

  • Chivita wears new dress

    Chivita wears new dress

    Makers of Chivita, Chi Limited, has launched a new pack of the product, renaming it from Chivita Premium to Chivita 100 %. At the launch of the new Chivita 100% in Lagos, the company said every consumer is expected to embrace because the new trendy, modern and elegant packaging delivers a supreme lesson in brand messaging.

    Speaking on the new design, Managing Director of Chi Limited, makers of fruit juices, Mr. Roy Deepanjan said the packaging changeover is the company’s way of injecting fresh energy into the brand so that it can take its pride of place on market shelves and in households, from living rooms to event halls and in the lives of consumers who cherish healthy living.

    “Chivita 100%, which can be enjoyed by consumers who desire pure, healthy and natural refreshment is available in five variants of real pineapple, real apple, real orange, orange pineapple and orange mango,” Deepanjan said, adding that “in an effort to avail Chivita 100% with more levels of engagement with the consumer, the website address, Facebook page, Twitter handle and LinkedIn contact addresses are featured on the pack.”

    To further drive the consumer’s attraction to Chivita 100%, the variant name now appears as ‘Real Orange’ or ‘Real Apple’ on the pack as opposed to simply writing Orange or Apple. The interactive design features visual elements such as the “shake well” symbol as well as a “variant wheel” that reflects all other variants of the brand.

    Truly, in an increasingly health conscious society, consumers are most likely to choose a brand that lays emphasis on natural ingredients instead of products containing synthetic or genetically modified components. The visual architecture of the brand is even more endearing.

    Nonetheless, the challenge of communicating a clear and effective brand message that will instantly resonate with consumers has always been an intimidating task for brand managers. This is because very few brands are able to effectively match the message with each and every component of their brand or product.

    Experts say that operating in a challenging economy like Nigeria where marketing a brand is a complex and highly competitive task hence, finding a clear message that works with the consumer may be the most difficult part of building a brand identity. That is why Chivita recently solidified its market leadership by renaming Chivita to reflect the most crucial idea at the heart of the brand, which is the 100% pure fruit juice that contains no added sugar, no preservative and no added colours.

    Since brand messaging is about capturing the right language that embodies a brand so that it stands out from the pack, it must be simple, short and, above all, memorable. For effectiveness, it must also parade instantly attractive packaging. This was why boldly written along the length of the new pack is ‘100% Fruit Juice’ while ‘No Added Sugar’ is placed at the heart of the design and written in clear language to give the information greater prominence than before.

    Indeed, behind the Chivita’s title, the package design, and the ad campaigns, is a strong, simple message that effectively communicates the core value of Chivita fruit juice as a pure and natural drink.

  • Chivita Premium is Chivita 100%

    CHI Limited has changed its  name from Chivita Premium to Chivita 100 per cent. It has elegant packaging redesigned.

    The renaming of the product is to reflect the idea of the brand, which is the 100 per cent pure fruit juice that has no sugar, preservative and colours.

    Written on the pack is ‘100 per cent  Fruit Juice’ while ‘No Added Sugar’ is built into the design and written in clear language to give the information prominence.

    To get the consumer’s attraction to Chivita 100 per cent, the variant name appears as ‘Real Orange’ or ‘Real Apple’ on the pack instead of Orange or Apple. The interactive design features “shake well” symbol and “variant wheel”.

    The firm’s Managing Director Mr. Roy Deepanjan said the new packaging is the company’s way of injecting fresh energy into the brand so that it can take its pride of place on market shelves and in households.

  • Chivita Active gets new packaging

    Chivita Active, a refreshing and nourishing fruit juice from the stable of Chi Limited, now wears a new look following a strategic makeover to reposition and convey tangible and intangible attributes of the brand to the consumer.

    According to the Managing Director of Chi Limited, Mr. Deepanjan Roy, the new pack is a fresh and entirely new design aimed at effectively communicating the core value of Chivita Active as an “active healthy lifestyle” brand to consumers.

    He added that the new pack parades a bold new logo that is refreshingly modern while exuding the core essence of active health. “With rounded contemporary edges and the forward pointing red triangle, the logo emphasises on advancement, achievement and success,” he said.

    Roy continued: “The design is cutting edge. The rich fruit and juice visuals combine perfectly with the simplistic design and colour pallet to reveal a truly sophisticated pack. It is a pack that exudes confidence and fitness and will resonate with those who lead an active lifestyle and are primed to achieve more.”

    The pack also features a nutritional information panel on the six citrus fruits mixed together to form the juice while “Fortified with Vitamin C” is strategically positioned on the pack to further identify with the health conscious consumer. Further examination of the pack reveals active images on the side panels that urge consumers to embrace the active lifestyle and an inviting motif of fruits and juice splash.

    Chivita Active fruit juice contains six citric fruit juices and added vitamin C. The citric fruit juices are Orange, Grapefruit, Lime, Tangerine, Lemon and Mandarine.

  • Chivita wins Africa’s best juice brand award

    Chivita wins Africa’s best juice brand award

    MARKET leader in fruit juice, Chivita Premium Fruit juice, has emerged Africa’s Best Quality Juice Brand at the Africa Quality Achievement Award.

    Initiated by the Africa Quality Institute (AQI) in collaboration with IBMN Integrated Services, the Africa Quality Achievement Award is organised with the support of South Africa Quality Institute (SAQI) and the Chartered Quality Institute (UK).

    Chivita Premium Fruit juice with 100 per cent fruit juice content from  Chi Limited was adjudged the winner because of its consistency in the market, creativity and value as well as the bespoke packaging of the juice that allows for the best delivery.

    Managing Director of Chi Limited, Mr. Roy Deepanjan, said the award did not come to him as a surprise.

    “We are happy to receive this accolade for Chivita Premium from Africa Quality Institute (AQI), as it validates our core values as a responsible and ethical organisation,” he said.

    The award not only underscores Chi Limited’s commitment to and passion for creating the highest quality juice available in the market today, but also to successfully growing an ethical business dedicated to helping people live longer, healthier lives through the consumption of natural, organic fruits.

    Chivita Premium fruit juice, renowned for its 100 per cent fruit juice content without sugar, preservatives and artificial colours or flavours, was awarded Africa’s best quality fruit juice brand amidst fierce competition in the fruit juice category of the fast moving goods sector. Chivita Premium Fruit Juice comes in five variants (orange, apple pineapple, and orange mango and orange pineapple). It is a high quality offering of the best of Nigerian and imported fruit juices.

    The Africa Quality Achievement Awards is a yearly event to celebrate leadership innovation and creativity in quality management in Africa.

    The award is aimed at identifying, recognising and rewarding companies, personalities and products that apply quality assurance culture and quality management best practice to the analysis, planning and implementation and control of policies designed to achieve corporate objectives in both profit and non-profit making organisations in Africa.

  • Chivita new TVC kicks off ‘100%’ natural fruit as USP

    Chivita new TVC kicks off ‘100%’ natural fruit as USP

    Chi Limited has launched a new television commercial, TVC, for Chivita Premium brand to promote its 100 per cent fruit juice content as unique selling point (USP).

    The 45 seconds television commercial and radio jingle urges consumers not to settle for less than the best. “Would you settle for half a dress, car or cake? The answer for most customers or consumers is absolutely no! Then why settle for less than a 100 per cent fruit juice content which Chivita Premium offers?,” the line drops with great visuals and audio.

    The radio jingle rhetorically asks consumers if they would settle for less than 100 per cent fruit juice and the response to the question is obviously negative. Their choice of 100 per cent content in their fruit juice is understandable particularly when they know Chivita premium fruit juice offers no less coupled with its availability and affordability.

    A member of the TV audience and mother of four children, Mrs. Ogechi Eze, said: “The new television commercial from Chivita Premium fruit juice is a brilliant effort. Generally for me, a television commercial or radio jingle has to score high in two areas to be memorable: sheer entertainment value and thought-provoking ability.”

    A company executive, Rotimi Balogun, added: “The radio jingle comes with some elements of news and credibility, a factor in great advertising.”

    According to the Chi Limited’s Managing Director, Mr. Roy Deepanjan: “It is our desire that the new television commercial and radio jingle resonates with our consumers’ point of view and delivers a message that they can easily relate with; and they can trust.”

  • Chivita boosts juice production

    Chivita boosts juice production

    In its quest to deliver optimum satisfaction to existing and prospective customers, Chi Limited, makers of Chivita premium fruit juice, has adopted the best technology available in the production of Chivita premium fruit juice. The result is a 100% pure fruit juice which contains no added sugar, no preservative and no added colours.

    The decision to attempt the paradigm shift, The Nation, learnt, was based on well articulated feedback received from consumers who are growing health conscious every day. Thus, Chi Limited invested in latest production techniques for fruit juices that contain no added sugar in order to give the consumer a sense of exclusivity and pride.

    Besides improving on the product offering, Chi Limited has also improved on the packaging as well.

    Sharing her experience, Madam Cecilia Kufeji, a housewife, disdains many fruit juices. She opts instead for Chivita Premium 100% Fruit Juice only, which is Nigeria’s leading fruit juice. The brightly coloured Tetra Pak is affordable and emblazoned with pictures of a smiling Nigerian family – all radiating good health. “I like it for the taste because it has a full bodied, uniquely savoury flavour typical of natural fruits,” she says, wheeling two baskets down aisle 11 of the 13 that make up Shoprite, a South African chain that, like many foreign hopeful, is moving into the country to take advantage of the spending power of Nigeria’s growing middle class.

    Madam Kufeji is among the fortunate ones because by regularly taking Chivita Premium orange flavour, for instance, she will maintain healthy mucus membranes and skin and enjoy good vision. This is because oranges contain very good levels of vitamin A and other flavonoid antioxidants such as alpha and beta-carotenes, beta-cryptoxanthin, zea-xanthin and lutein which are known to have antioxidant properties. It has also been established that oranges are a good source of B-complex vitamins such as thiamin, pyridoxine, and folates. These vitamins are essential in the sense that the body requires them from external sources to replenish.

    Justifying the need for Chivita’s value-addition, the Managing Director of Chi Limited Mr. Roy Deepanjan said: “Nutrition is a key enabler to meet almost every development goal, and we cannot over-emphasise the important role that natural foods without artificial preservatives and refined sugars can play in achieving this. We are committed to ensuring the maximum standard in the production of our wide range of products and are impressed with the feedbacks we are receiving.”

  • Chivita introduces 100% fruit juice

    Chi Limited, makers of Chivita Premium fruit juice has introduce a new technology in producing a 100 percent pure fruit juice. The new Chivita contains no sugar; preservative or added colours.

    In a statement made available to newsmen, Managing Director of Chi Limited, Mr. Roy Deepanjan said the key to the new initiative is to give their customers the best nutrition by going 100 percent pure fruit.

    “Nutrition is a key enabler to meet almost every development goal, and we cannot over-emphasize the important role that natural foods without artificial preservatives and refined sugars can play in achieving this. We are committed to ensuring the mazimum standard in the production of our wide range of products and are impressed with the feedbacks we are receiving,” Deepanjan said.

  • Social media and brand building: The Chivita example

    Keen examination of the trend in marketing initiatives will easily reveal that social media is developing as an important avenue for companies to build brands. The ascendance of social media rests on three fundamental human relationship values namely the self-expression it engenders through product education, its ability to share information with friends and the attention it generates through word of mouth. More importantly, social media enables brands to connect with customers in a way never before possible with scale.

    For instance, Chi Limited, makers of Chivita Premium fruit juice, entered the market nearly three decades ago. During the period, the company worked hard to earn consumers’ loyalty and respect through its many flavours, promotions and campaigns. Along the way, Chivita became a household name. Nonetheless, the brand is set to grow bigger with its adoption of social media for brand building. Chivita Premium has a Facebook page that is growing daily and is full of action. The overwhelming response to the daily tips on Healthy & Natural Living by visitors to the page has resulted in over 70,000 clicks on the Like button within the short period of its introduction.

    In addition, thousands of visitors to the site engage in lively discussions on their daily experience with the brand.

    A brand’s equity depends on two things: the level of awareness it commands among consumers in its category and how positive the consumer is about what they know about the brand as perceived by its image.

    With comments like “Chivita Premium is the best and original juice in Nigeria” and “I love Chivita, my day is incomplete without a taste of the orange flavour” by some visitors to the page, it becomes easier to appreciate the premium value of the Chivita brand.

    Stanley Omeokwe, a follower of the Chivita Premium Page, had this to say about the brand: “I have tasted all the flavours in Chivita. The flavours are incomparable with the flavours in other juices. Thumbs up!!!” another follower of the page, Promise Ozioma, said “I cherish Chivita so much because it is so nourishing.” The page parades several one liners like “nice,” “I feel good drinking Chivita,” “my best juice,” or “I love my Chivita,” in addition to clicks on Like button on comments that cumulatively run into thousands.

    All the way through the Chivita Premium Facebook Page timeline, Chi Limited, educates consumers through the ‘Chivita’s go and do’ tips.

    Examples of such tips include: “Try to get as much physical activity as you can. Skip the elevator and take the stairs, walk to the supermarket instead of hunting for parking space” or “Exercise at least four days a week for about 30 minutes daly. If it’s all not possible at a go, break your workouts into smaller sessions.”

    Visitors to the page will also learn the health benefits of oranges from Chivita where it is disclosed that “oranges, like other citrus fruits, is an excellent source of vitamin C (provides 53.2 mg per 100 g, about 90 per cent of DRI); Vitamin C is a powerful natural antioxidant.

    Consumption of foods rich in vitamin C helps the body develop resistance against infectious agents and scavenge harmful, pro-inflammatory free radicals from the blood.” Another Chivita’s go and do lesson says “Limit sugary and caffeinated beverages.”

    What makes apples so great is a question that is regularly asked because of the saying that ‘one apple a day keeps the doctor away.

    One of the entries on Chivita’s fruit facts provides the answer to the riddle. “The soluble fibre found in apples binds with fats in the intestine, which translates into lower cholesterol levels and a healthier you.”

    Chivita Premium contains no added sugar, no preservative and no added colours. Made of 100 percent pure juice, Chivita Premium comes with the goodness of health and natural taste. It is available in three sizes of 1 Litre (10 packs in a tray), 500ml (10 packs in a tray) and 250ml (24 packs in a tray). Chivita Premium Fruit juices are rear blend of the best of Nigerian and imported fruit juices. Interestingly, Chivita Premium Facebook Page also rewards visitors to the page through a game known as Chivita Friendometer. A follower of the page who decides to play the game automatically gets a discount on up to 5 Chivita Premium cartons. The more friends that a player has who also like the page and the more correct answers to questions about the friends, the more the chances of the players winning prizes like iPad 2 or Samsung chat phones.

    According to Managing Director of Chi Limited, Mr. Roy Deepanjan, “The need to inform consumers on the benefits of consuming 100 percent fruit juice as well as providing useful and life enhancing health tips necessitated our facebook page opening. We want to nurture long-term relationships with our consumers through the Chivita Premium Facebook Page in an engaging and mutually beneficial way.”

  • Chivita, others win awards

    Chivita, others win awards

    CHI Limited has won some awards in the just concluded Generation Next Awards in Lagos.

    It won in the Juice drink category with Chivita Premium fruit juice, renowned for its 100 per cent fruit juice content without added sugar, preservatives and artificial colours or flavours.

    Hollandia yoghurt came top in the Yoghurt/Milk drink category, while Hollandia evaporated Milk took second place in the Milk category.

    CHI Limited’s Managing Director, Mr Roy Deepanjan said: “We are excited about these awards. No doubt, we have aptly demonstrated that the best way to the consumers’ heart is to offer a variety of good choices at affordable prices.

    “CHI Limited will continue to do its best to satisfy consumers of its various brands.”

     

     

     

     

     

  • Chivita: Celebrating 10 ‘fruity’ years

    Chivita: Celebrating 10 ‘fruity’ years

    Recently, Chivita Premuim Fruit Juice, the flagship brand from the stable of Chi Limited, launched a new campaign to reinforce its “100  per cent fruit juice content”, a tagline that has won for the brand top- of- the-mind position among fruit juice consumers.
    Although competition in the juice market is becoming fiercer with different juice makers deploying various strategies to increase sales even as new entrants join the fray, Chivita has been able to squeeze more juice, more out of a tight market than its major rivals. The brand has sustained its trajectory as a leading fruit juice brand in a market strutted by other strong contenders.
    According to observers, part of the reasons for Chivita’s steady climb to the top is the health carrot it has been dangling with its three-legged brand promise: “No added sugar, No added preservative, No artificial colours and flavours.”
    Analysts believe Chivita Premium Juice growing dominance flows from the absence of artificial sugar additives in the product in the face of growing health-consciousness among juice consumers.
    Incidence of non-communicable diseases such as diabetes, hypertension, stroke and heart diseases is mounting. These diseases have been linked by experts to high consumption of refined sugar among other factors. With a life expectancy of 58 years staring Nigerians in the face, many Nigerians are becoming wary of refined sugar. Their fears is heightened by a wave of nutrition advocates, many of who are trained multi-level marketers of nutritional supplements who campaign for the return to natural foods. Gradually, to add to their ages, consumers are searching for natural foods in the food and beverage brand basket.
    Some of the consumers, who spoke to our correspondent, confirmed that they preferred it because of its constituent and natural fruit taste.
    One of them, a young businessman who gave his name as Chinedu, said: “Chivita is very nice, especially the orange and pineapple flavours. They taste like real fruit juice.”
    Another consumer, Theo Chukwuka, said, “I like Chivita because it is thick and taste more like juice from real fruits. Another thing is that it is readily available.”
    Corroborating their views, a juice stockist at the popular Mushin Provision Market, who declined to mention his name, said: “There are some that are real fruit juice like Chivita, which is why many consumers are buying it.”
    Chivita Premium Fruit Juice was first introduced in the country in 1996, when many consumers had a penchant for patronising imported products based on the perception that they are of higher quality. The use of such products, which range from apparels to consumables, were a status symbol.  The rich and elite preferred imported products while the poor do local products. In an attempt help build the economy, the Federal Government had to introduce ban of certain categories of goods, including juice in 2002 to wean Nigerians from their foreign goods addiction. The result was a shift that saw some hitherto foreign brands being produced locally. Many of them, including Chivita, had a hard time convincing of the same high quality. Hence when Chivita re-entered as a local brand, very few gave it a chance.
    However, over the years, Chivita has grown its equity with campaigns that have helped to build brand presence and kept brand stuck in the consumers’ consciousness. One of such outstanding campaigns, which aimed at positioning Chivita Premium Juice as a food product with roots, is Be Nigerian, Buy Nigerian. The campaign sold the brand as a Nigerian brand of international quality such that big hotels and airlines now wet their clients’ palate with Chivita. The product is also found in markets outside Nigeria’s shores. Expressing delight at the growing popularity of Chivita outside the country, a source said, adding: “Chivita has become a brand that makes Nigerians outside the country to be proud of their heritage.”
    Another appeal Chivita offers consumer is the manner of its presentation. The brand blazed the trail of introduction of the German tetra pack format (a huge attraction for middle and upper social class) which helped to ensure longer shelf life.
    The brand also enjoys the parental pedigree of Chi Limited, a firm that boasts of 30 years experience building and marketing a number of successful food and beverage brands, such as Happy Hour, Caprisonne, Superbite, Beefy and Hollandia Yoghurt among others. Industry watchers believe consumer insight is at the heart of the brand successes.
    The parent brand is a massive investor in marketing/advertising support and has for years been exploring the accruals from celebrity endorsements of popular Nollywood acts, such as Jide Kosoko, Ini Edo, Nkiru Sylvanus to rev up the brand visibility and connection with the consumer.
    Being on top of  art-juice squeezing is nnot easy. The Managing Director of Chi Limited, Roy Deepan, admitted as much in an interview, when he said: “To get the natural product to our consumers is not an easy task.”  The fruit juice market is a peculiar market driven more on volume sales than price differentiation. With a price ceiling, most brands rely on other strategies to outwit competitors and for Chivita, the health carrot may be magic wand.