Chivita 100%

Chivita 100%
Product type Fruit Juice in 6 variants
Country Nigeria
Introduced 1996
Website www.chivitajuices.com

Chivita 100% is a juice brand manufactured by Chi Limited. It was first introduced into the Nigerian market in 1996 as Chivita Premium Fruit Juice. The brand’s name was changed in 2014 to Chivita 100% to reflect its 100% fruit juice offering.[1]

Chivita 100% is a natural source of vitamins and minerals. The juice comes in 6 variants; Real Orange, Real Apple, Real Pineapple, Orange Pineapple, Orange Mango and Red Grape with SKUs of 1 Litre, 315ml, 200ml and 180ml.

Chivita 100% fruit juice is also the official drink Partner of the Manchester United F.C. in Nigeria. The partnership, signed by the management of CHI Limited and Manchester United Limited allows CHI Limited to use the Manchester United's brand assets on a range of Chi products in Nigeria. The partnership has helped Chivita 100% to gain equity and generate increased interest in the market, especially among the 50 million followers of Manchester United in Nigeria.[2]

Nutritional content of Chivita 100%

According to US Food and Drug Administration reports, Fruits are known to be rich in nutrients such as Vitamin A, C and Calcium.[3] This is why in addition to its communication as containing No Added Sugar, No Preservative, No Artificial Colours, Chivita 100% Fruit Juice also considers its 100% juice a Nutrient density beverage, poised to address the nutritional needs of its consumers at every stage of their lives.[4]

Consumer reviews

In various interview sessions, Nigerians have given feedback about Chivita 100%. One, in an interview documented by Brand Essence Nigeria, said that Chivita 100% fruit juice is of top quality. [5] Others also said that despite their disdain for most fruit juice brands in the market, they regularly purchase Chivita 100% fruit for their households. [6] In a study carried out by The Guardian, their findings showed that of the available brands of fruit juice in the market known by respondents such as Chivita 100%, Five Alive Pulpy, Dansa and Fumman. 53 of them representing 35% mentioned Chivita 100% over other brands and in another study, 76 representing 51% went for orange flavour of Chivita 100%. [7]

Product Launch

Chivita 100% introduces new SKU’s (315ml Packs)

Chivita 100% launched a new 315ml SKU, popularly known as handy packs. These uniquely designed packs were introduced for its on-the-go consumers. It’s easy to carry around and comes in a trendy pack, available in all the 6 variants of Chivita 100% Fruit juice, Chivita Active and also Chi Exotic.[8]

Campaigns

Chivita 100% “Juiceball” Commercial

For football fans in Nigeria, Chi Limited launched the "Chivita 100% Juiceball" campaign which was kicked off by a television commercial. The commercial featured then Manchester United footballers Robin van Persie, Ángel Di María, Marouane Fellaini, Antonio Valencia, Radamel Falcao and Jonny Evans.[9] The campaign was geared to position Chivita 100%’s commitment to quality and excellence.

In popular culture

As part of the “Buy Naija to grow the Naira” campaign launched on social media, the popular Senator and Chairman of the Silverbird Group, Ben Murray Bruce, stated in a tweet that Chivita juice (Chivita 100%) is as good as imported juice.[10]

Awards

Award Year Organization
Outstanding Juice Brand in Nigeria 2016 Marketing Edge Brands and Advertising Excellence awards

[11]

Africa's Best Quality Juice Brand 2014 Africa Quality Achievement Award, Africa Quality Institute (AQI) in collaboration with IBMN Integrated Services

[12]

Most Preferred Juice Brand 2013 Generation Next Survey Awards in partnership with BusinessDay and HDI Youth Marketers

[13]

References

  1. ↑ "Ten Years of Chivita and Still Counting..., Articles - THISDAY LIVE". thisdaylive.com.
  2. ↑ "Manchester United announce partnership with Chi Limited - Official Manchester United Website". manutd.com.
  3. ↑ http://www.fda.gov/downloads/Food/GuidanceRegulation/UCM153464.pdf
  4. ↑ "Chivita: Why 100% Fruit Juice Content Is The New 'Cool' - The Nigerian Voice". thenigerianvoice.com.
  5. ↑ "Chivita 100% Juice Ball TV Ad Excite Consumers". brandessencenigeria.com.
  6. ↑ "100% Fruit Juice: How Chivita Is Redefining Premium Status". younewsng.com.
  7. ↑ "Yuletide: Chivita 100, 5Alive Pulpy Lead Nigeria's Natural Juice Market — Survey". guardian.ng.
  8. ↑ "The Revenge of a Hungry Lagos Worker - Linda Ikeji". Lindaikejisblog.com.
  9. ↑ "Chi unveils Chivita 100% or nothing marketing campaign". thenationonlineng.net.
  10. ↑ "@Benmurraybruce: Chivita juice is as good as imported juice.". twitter.com.
  11. ↑ "Chivita 100% Wins Outstanding Juice Brand Award - 789 Marketing". 789marketing.com.ng.
  12. ↑ "Chivita Wins Best Juice Brand Award - The Nation". thenationonlineng.net.
  13. ↑ "CHIVITA, HOLLANDIA OTHERS WIN IN GENERATION NEXT AWARDS - The Nigerian Voice". thenigerianvoice.com.
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