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Published On: Tue, Mar 22nd, 2016

Guinness eyes soft drink market with new Orijin Zero



With an eye on snapping up a segment of the soft drink market dominated by the duo of Coca Cola and 7up Plc, Guinness has launched into the Nigeria market a non-alcoholic variant of Orijin, its soar-away herbal drink success, named, Orijin Zero.

The brand extension which was unveiled at a media launch in Lagos, recently, possesses  the same unique qualities of the Orijin classic;  bittersweet taste, natural African fruits extracts,  but without the alcohol content and touted by the makers  as containing less sugar than the regular soft drink.

Speaking on the occasion, the Marketing & Innovation Director, Guinness Nigeria Plc, Gavin Pike, said the new product which is a product of ground-breaking innovations that  the company is known and has been part of its success in the last 66 years of its existence in Nigeria is leveraging on the success recorded by Orijin classic.

“For the past 66 years, innovation has been part of our success. Orijin is one of those innovations.  Launched in 2013, the Orijin brand made an unprecedented impact on the Nigerian beverage industry; defining a category and reconnecting consumers with their age-long tradition of herbal drinks.

“The commercial success of Orijin was coupled with several awards, including ADVAN Brand of the year and Marketing World Award for Marketing Excellence in the Innovation Category. With the introduction of Orijin Zero to the Orijin family, we want to continue to champion the reinvention as a way of celebration of modern African life. Orijin Zero embodies all that is alive and exciting in today’s Africa.”

According to Pike, the new product  which is positioned with the tagline, “Rethink your soft drink,”  would redefine the experience in the carbonated beverage market – a soft drink  masterfully crafted with 100% natural herb and fruit extracts, lightly carbonated with the unmistakable bittersweet taste of Orijin.

Orijin Zero comes in two formats to accommodate various consumers’ needs at retail price of only N90 for bottle and N100 for can.

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