Project Manager: Kasra Saberi
Creative Manager: Naghmeh Zabihi
Art Manager: Fereshteh Foroudnia
Director: Masoud Alimohammadi
One of the major competitive advantages of Rani is the fruit pieces in its products. This has made it possible for the audience to enjoy eating and drinking at the same time. Therefore, a campaign was necessary to focus on this competitive advantage and introduce Rani as a product beyond an ordinary drink.
Accordingly, a campaign was designed to remind the audience that in addition to drinking fruit juice, they are also eating the fruit itself. Therefore, with the primary audience of the brand being teens of 13 to 19 years of age, it was imperative to convey the central message of “eating and drinking at the same time” in an attractive, dynamic and exciting way.
In the environmental design, while preserving the fruit pieces as the brand uniform, a fork was designed going into the fruit on one side and coming out as a straw on the other. This, along the slogan "eat your drink", is to remind the simultaneous pleasure of eating and drinking.
In addition, the environmental design was accompanied by a television ad, which, in addition to maintaining the brand’s iconoclastic structure that draws on the audience’s vision, transmits the message of simultaneous joy of eating and drinking.