INDIE develops worldwide Fayrouz campaign

PRESS RELEASE

Amsterdam, 25th November 2014

INDIE DEVELOPS WORLDWIDE FAYROUZ CAMPAIGN

Fayrouz is not your average drink. It’s a unique blend of malt, real fruit and sparkling water, free from preservatives, artificial colours and artificial flavours. Fayrouz was first brewed in Egypt in 1997 and it has been part of the Heineken company since 2002. The drink draws a link between the beer category and the soft drink category.

More than half of all the people in the world never or seldom drink alcohol. At the same time people are more and more looking for natural drinks with fewer calories. This has led to a huge market over the last few years. In 2013, a dazzling nine bottles of Fayrouz were sold every second!

The typical Fayrouz consumer makes very conscious choices and the current soft drinks are not an alternative anymore if he or she doesn’t want to drink alcohol. Fayrouz is a more natural and premium option for men and women.

“Fayrouz is already very popular in Egypt and Nigeria”, says Bastiaan Hendrikse, General Manager of Fayrouz, “and next year we’ll be introducing the brand in at least 10 more countries, of which a few are in the region of Africa.”

To support that introduction INDIE developed the brand strategy and a TV and print campaign.

“Because most people are not yewt familiar with this category, it is important to show what Fayrouz is and what it’s made of.” says Chris Vannitsem, MD of INDIE. Egypt started the campaign in October. Other countries will follow in the coming months.

Fayrouz Global Campaign - TVC Apple 35’': http://youtu.be/ZzmQwOvVj1Y

Fayrouz Global Campaign - TVC Pear 35’’: http://youtu.be/RHbBMf5S5CA

Fayrouz Global Campaign - TVC Pineapple 35’’: http://youtu.be/hr3mPrWGJt0

Credits

Client: Bastiaan Hendrikse, Laurent Meijer

Concept: Lode Schaeffer, Lysbeth Bijlstra

Account: Maroeschka Volker, Tim Sneep

RTV Producer: Ineke Koornstra

Production company: White Lodge

Director: Ryan Hopkinson

D.O.P.: David Procter

Off-line: Cut and Run London

Music and sound: Wave (Alex Nicholls-Lee)

Post-production: Finish London