SABAH IN FOCUS
Sabah is a pure cooking and frying oil with original groundnut taste. It has revolutionized the oils market in Sudan by becoming the first premium groundnut oil to be sold in a variety of packed formats. Sabah is offered in five SKUs in total, including PET bottles and lower-unit pouch packs. These innovations have helped Sabah to become Sudan’s no. 1 oils brand.
Sabah is launched in as the first local brand to offer refined oil with original groundnut taste in packed format. Sabah’s launch was supported with an intensive media campaign with the slogan “pure & healthy.” The TVC focused on Sabah’s advantages over loose oil.
Pouch SKUs are launched to introduce Sabah to consumers of traditional loose oil – sold in low-unit plastic bags - and accelerate market conversion. Because the pouch pack has a cost advantage over PET bottles, it is able to offer a price mix that is much more competitive with loose oil.
Sabah kicks off the 10/10 campaign to reinforce the consistent results benefit. The 10/10 theme was also extended into an emotional message through an integrated campaign. Sabah celebrated smart mothers who give a “ten out of ten” in everything they do for their families and rewarded them through a nationwide contest.
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