Feb 16, 2012

Carafe happy

In a juice market this big it must have given someone at Almarai a great deal of pleasure to shoot from minor player to dominant brand leader, helped by the adoption of a plastic carafe format.

So now everyone’s got one, and given the striking similarity between all the brand logos and fruit photos, it’s down to packaging shape to help spot the difference.

Takeout: A tough call but despite better graphics the challenger here falls down on physical storytelling. It feels good in the hand, but I’d still prefer a carafe to an anvil on the table.