MiWadi Mi Way
Have MiWadi -Your Way!
Ireland’s number one squash, with 43% value share of market*, gave its younger fans the chance to create their very own MiWadi.
The campaign kicked off in March and gave kids the chance to enter a virtual MiWadi factory selecting the fruits and flavours for their ‘Wadi’, naming the new flavour and designing their own label.
After a phenomenal number of entries 3 finalists were shortlisted and went to a public vote via the Miwadi website. The winner was Emma’s Wadi with her creation ‘Bananaberry Split’ – a delicious blend of blackcurrants, banana and ice cream. Emma’s prize was a 4 night trip to Disneyland Paris with €1,000 spending money. The 2 runners up each received a €500 shopping voucher.
Emma’s Wadi will go into production in the summer and will be available in shops nationwide in August.
Check out MiwadiIreland on Facebook for further information
*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.
*AC Nielsen MAT Oct 30 2011 **AC Nielsen Latest 16wk period Total Scantrack Oct 30 2011