ASLAN - Meeting Recap

Thursday, June 2nd ,2022

Aslan Attendees:

• Mohamed Badawi

• Hussien Abdo

Tetra Pack Team:

• Alia

• Hesham Rezk

• Marwa Salem

Media Hub Attendees:

• Mohamed El Saadi

• Nada Zeitoun

• Ashraf Said

• Emad Mourid

• Mohamed Yousry

• Ranim Fouda

• Badr

• Ahmed

• Sherif Wahby
About Aslan Juice:

Aslan is a new premium 200ml juice product with 9 flavors. Aslan has the perfect
quality that makes it different from the rest of the juice products in the market.

The product targets A & B classes focusing on age groups starting from 14 years old.
The product price will be around 4 to 5 EGP.

Aslan Flavors:
1-Mango
2-Apple
3-Guava
4-Coctail
5-Pinapple
6-Orange
New:
7-Mango peach
8-Kiwi lemon Mint
9-Mandarin

Campaign objective:
1-Create a platform for the brand and launch the product name

2-Launch an aggressive and strong copy to make a buzz in the market as the
competition is very high in the market.

3-Make a strong brand awareness

4- Create a clear, direct, hard sell and functional message.

5-Focus on the juice perfect quality

6-Highlight on the ‘free from preservatives’ advantage

7-Build brand loyalty and Create an inspiring trust with the targeted audience.

8-Campaign starting date August till November

Juice market share:

• Betyi & Juhayna 50%

• Domty 7%
• Rani 7%
• Lamar 2%

Deliverables:
1-Srong communication strategy

2-360 campaign on two stages

3-Teaser campaign

• Communication must be consistent starting from August to November

• Agency will need three weeks to month before the product release in market

- Saadi suggested slogan:

" ‫عصي‬
‫ر‬ ‫ يبقا كده ر‬... ‫"بتشب اصالن‬
‫بتشب‬ ‫ر‬

Agreements & Next Steps:

• Agency to start working on the communication strategy and the creative ideas.

• Tetrapack team to share the below early next week:

- Brief
- Logo high res & the CI
- 3D Packs and packaging artwork if available