Mi Wadi

MiWadi Mi Way

Have MiWadi -Your Way!

Ireland’s number one squash, with 43% value share of market*, is giving its younger fans the chance to create their very own MiWadi.

From mid March, kids can enter a virtual MiWadi factory selecting the fruits and flavours for their ‘Wadi’, naming the new flavour and designing their own label.

The new flavour will go into production in the summer and will be available in supermarkets and convenience stores in August.

“This campaign is reflecting MiWadi’s vision of seeing the world through the eyes of a child and bringing more fun and excitement to the Squash category.  MiWadi MiWay will drive consumer engagement as we want Parents and Kids to get involved.  It will  drive penetration and frequency of MiWadi at a key time of the year,” explained Christine Keohane, Marketing Manager, MiWadi. “This type of co-creation promotion is a first for Squash inIrelandand will consolidate MiWadi’s leadership position in the market.  The reaction from the Trade has been excellent to date and we look forward to seeing strong trade activation in store throughout the summer.” 

MiWadi MiWay will be supported with TV and digital advertising and PR activity, as well as on-pack promotion.  The eventual winner will be decided by public vote.

Log onto www.miwadi.ie/mi-way or follow us on Facebook at MiWadiIreland. Entries close on Friday 27th April, after which 4 finalists will be chosen and the overall winner decided by public vote.

*Source: AC Nielsen MAT Jan 2012

MiWadi – Ireland’s Favourite Fruit Squash for 85 years!

MiWadi is the leading brand within the Squash category with a market share of 42%*.

MiWadi is a truly iconic Irish brand and continues to go from strength to strength in the marketplace appealing to all age groups. From small beginnings in 1927, when it was filled by hand in Nassau Place (Dublin) and distributed by horse and cart, MiWadi has become one of Ireland’s best-loved brands and continues to be the largest squash brand in Ireland. It is still produced in Dublin to this day and around 16.5 million litres of MiWadi are consumed every year.

In April 2011, MiWadi launched its new double concentrate range on the market. With this double concentrate format, MiWadi now offers consumers even greater choice. MiWadi double concentrate comes in a handy 1 litre bottle but now makes twice as much Squash – with at least 40 servings of delicious MiWadi in every bottle. As well as offering consumers great value, MiWadi double concentrate comes in a new innovative bottle which has been ergonomically designed for easy pouring. The new smaller bottle is also easier to store at home and will fit neatly into your kitchen fridge. Since its launch, MiWadi double concentrate has made huge impact on the squash market taking 41%* share of the double concentrate market and growing it by 59%*.

This launch was supported with heavy media investment – led with a new TV campaign and supported with outdoor advertising, in store tastings & promotional activity. MiWadi fruit squashes are all prepared from sun-ripened fruit and contain real fruit juice. MiWadi has been a fruity and flavoursome part of childhood in Ireland for 85 years and has always remained relevant to Irish families with a wide range of flavours in both regular and NAS formulations. No Added Sugar is the key driver of category growth in Squash as consumers look to reduce the sugar intake for their children. MiWadi is proud to be an Irish brand and to be part of the Love Irish Food initiative.

http://youtu.be/IqBHNjEYa70

 

*AC Nielsen MAT Oct 30 2011 **AC Nielsen Latest 16wk period Total Scantrack Oct 30 2011

Our Full Product Range