Sonia

Huge project for Africa. Tomato paste is their staple for cooking and every tomato paste looks and tastes the same. It’s sold like a commodity. Each brand competing on price, especially critical as Africa reels under extreme inflationary volatility. We positioned Sonia as a premium tomato paste showcasing colour, aroma and taste of the product. But most importantly, creating a new category with a stand-up pack - easy too tore, coma, scoop and re-use; capturing all in a new jingle ‘Sonia, so much to love’!