Luna Brand Rejuvenation Courtesy of Anthem

Luna, the Saudi Arabian evaporated milk brand, has undergone brand rejuvenation. Owned by National Food Industries Company Ltd, Luna evaporated milk is being repositioned as a premium product, moving it away from its past as just a value-for-money purchase.  The communications to support the brand repositioning has been created by global creative company Anthem.

 
Anthem first redesigned the packaging and then created the re-branding campaign from the shelf out, supporting and communicating the new image through various channels. The central TV ad campaign kicks off today in Saudi Arabia, appearing on MBC1, Saudi TV, Abu Dhabi TV, Dubai TV, OSN Ya Hala and Rotana Khailjiah. The ad will run until the end of the year. Out-of-home activity employs MUPI and Megacom formats. In-store marketing is also a heavy focus, utilising retail displays of aisle and category banners, as well as employing wobblers and danglers. This communicates the packaging re-design whilst also providing an important context for the wider media. This ‘from the shelf-out’ focus creates a seamless connection between all ad touchpoints and re-designed product itself.
 

The creative uses the highly sociable nature of drinking tea as a touchpoint to create a brand that consumers can identify with on a personal level. Highlighting the quality of the tea drink in a familial context, the heart of the campaign stems from the ‘fusion moment’, the point when Luna is suspended and diffuses in tea to create the perfect tasting cup.
 

Paul Heritage, Chief Operating Officer of National Food Industries Company Ltd, commented: “We see this communication as important for the development of the Luna brand equity, as we aim to build a brand that consumers in Saudi Arabia take to their hearts as well as their pockets. Focusing on Evaporated Milk, one of our ‘hero’ lines and the outright market leader in its category, in a campaign that we know consumers see as highly original and impactful in the way it brings to life the way they experience the product, is a great way both to strengthen the Luna brand’s connection with its current users and to recruit new consumers.”     

 
Mark Ringer, Executive Creative Director UK and Europe at Anthem, said: “We invested considerable time in evolving Luna’s packaging before embarking on a ‘big idea from the shelf-out’. Luna is central to the Saudi household but its richness and deliciousness often goes unnoticed, except in critical blind-taste comparisons. So we sought to bring those attributes vividly to life in the campaign. We spent time in Jeddah and are confident that this London-produced creative will be remarkable in the Saudi market.”