Rafhan Desserts- The Expert!
Rafhan Desserts is the ever loved phenomena in Modern packaged dessert industry. Fact is, it is the consistent Category leader when it comes to cutting edge packaged dessert ideas. Rafhan's tradition of incorporating the highest quality ingredients and processes is the foundation for its successful line of desserts. One bite into any of the luscious products and the taste buds will detect the Rafhan quality difference
No matter what your passion, no matter what the occasion (or better yet, none at all!), Rafhan will satisfy you with a full menu of exquisite desserts unlike anyone!
The New Rafhan Desserts with a new look that’s simply irresistible!
Change is the nature of the universe and always comes bearing fruits of success, this is evident with the way Rafhan has dressed its desserts range. Eye catching, modern and simply mouth watering – a treat to the senses, shouting on store shelves everywhere. This is the new look of Rafhan Desserts that has captured the hearts of dessert lovers all over the nation.
This change was not just limited to packaging, but encompassed the over all communication of Rafhan Desserts. It trickled down to all the touch points, posters, banners, buntings etc, ground activities to its TV commercial with its motherly affection, upbeat sing-along jingle, mouth watering shots and ground breaking technique was a show stopper each time it was aired and was highly appreciated by viewers of ages and segments. The fresh new look, blended with appetizing color scheming was the winning combination to take Rafhan Desserts to new heights.
Rafhan in the Past, Preset and in the future . . .
Beginning from a small town to the present nation wide distribution, pride in the trusted name has remained as strong as ever. Now, under the management of fourth-generation, Rafhan will continue to stand behind the guarantee of homemade taste, quality, and goodness, looking to add exciting new products to its existent line though ground breaking innovations to keep its consumers hooked with the trusted expert!
Vitality and taste – a wholesome combination!
Rafhan Corn Oil is the edible oil obtained from the inner kernel of maize. High on vitamin E and essential fatty acids, proteins, vitamins and minerals, it is commonly used for cooking. It’s also favored as salad and frying oil because of its low cholesterol and protection against coronary heart diseases. Rafhan Corn Oil is a sign of health and vitality combined with a great taste that makes your favorite meals truly enjoyable.
Rafhan Conjures MAGIC Desserts…
MAGIC 3 was the 1st ever innovation in Rafhan’s Jelly Category and one of its kind innovation in desserts category in Pakistan.
It’s a Jelly dessert sets in 3 delicious layers and is available in 3 exciting flavours: Awesome Orange, Berry Strawberry and Black Current Blast.
Annnd----- it takes convenience to a whole new level! Just one minute mixiting in a blender and its ready!
It is so much fun, eye catching and easy to prepare that Kids and Moms LOVE it.
Magic 3 was launched in May 2007 on a 360 degree non-conventional communication program supported by an interactive on-ground activity in 3 metro towns: Karachi, Lahore and Islamabad. It has wowed the consumers at every touch points.
The communication concept revolved around the theme of “MAGIC around Celebration”, where gloved hands of a magician showed magic of making the Jelly. The TVC also reinforced the ease of preparation the jelly in just 3 steps.
On-ground activity was also the route taken for Karachi, Lahore and Islamabad with store branding and kiosks set up at MT stores, GT stores and key accounts.
This activity was arranged by a team of magician who conducted product demo’s, taste trials and engaged shopper to arouse their interest and stimulated purchase intensions.
In the end it all paid off and resulted in high consumer awareness and trial for the product. Children have wild imaginations and magic has always been something that children find exciting. As indented, the overall communication and activation was well received and appreciated by mothers and other consumers also.
As a result of the above mentioned activities the brand experienced an increase by 4% Value Share in Jelly category in 2007.
