Birell is a strategic value driver for Al Ahram Beverages Company (Heineken Egypt). It is the main non-alcoholic malt beverage within the Egyptian CSD market. Recently a new brand platform that revolves around “manhood” was developed. This platform is very successful and has given Birell an ownable and differentiating platform from other CSDs. It is making Birell a more appealing and approachable brand for young consumers and is extending the amount of drinking occasions.
Following the new positioning, the packaging design needed to be adapted to convey this “manhood”. The new design should highlight a more premium look for Birell that will help in recruiting new consumers. Key element during this process was to attract new consumers without alienating the brand’s loyal consumer base. The key channels are the on-premise as well as supermarkets.
The black background of the new Birell presentation gives the brand the needed masculinity. The new design shows a more self-confident branding due to the new brand shape and increased contrast of the logo. The whole presentation has become more dynamic and recognizable resulting in higher shelf impact. Most importantly it succeeds in expressing the requested premium look and feel. A new SKU has extended the assortment: a one-way bottle which is also promoted in a 6-pack.
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