In a region with a large, growing youth demographic, Rani wanted to bring to life their daring, playful & independent brand positioning, allowing teens to find a way to push the boundaries of self-exploration in a world where they are pressured to conform.

The challenge was to effectively communicate their unique product experience, which you both drink and chew, On location brand immersion was conducted in Dubai and Oman. Being mindful of cultural differences, concepts were translated and tested with teen consumers in the UAE to validate the selected design, which was extended to all flavors and put into production.