TOBACCO SPOTLIGHT: AL FAKHER
Al Fakher reflects on ‘exhaustive and comprehensive journey’ after brand relaunch and fresh packaging
After launching the next chapter of its travel retail journey in February, shisha and hookah tobacco company Al Fakher was faced with a new challenge as the coronavirus crisis brought duty free and travel retail to a halt. As Andrew Pentol discovers, Covid-19 has forced the company to examine new distribution channels.
T
his year has been bittersweet for shisha and hookah tobacco company Al Fakher.
In February, Al Fakher launched
the next chapter of its travel retail journey (AF 2020) and unveiled new elevated packaging. Shortly after, it was forced to come
to terms with the impacts of the coronavirus (Covid-19) pandemic, which has decimated the travel industry and DF&TR. However, the new packaging,
was a demonstration of Al Fakher’s commitment to DF&TR. It was also in line with its global ambition to continue growing in the industry while ‘delighting and enhancing’ its shisha loving audience. After listening to feedback from
potential and existing customers, Al Fakher determined that there was an opportunity to improve its offering. The new packaging reinvigorates the brand and makes it more relevant with a more contemporary feel, according to the company. Exclusive to Dubai Duty Free for two months from 18 February, the
plan was to introduce the packaging in other airports from May.
Mixability appeal Outlining the main features of the packaging, Ziad Jabre, Head of Global Travel Retail, Al Fakher tells TRBusiness: “The packaging for our 1kg flavours (as well as the 250g flavours, which can be found in multiple global domestic markets outside GTR) has an entirely new format. The dimensions were considered very carefully. “We not only thoroughly tested
the packaging for its aesthetics, but also for its functionality. “The design allows consumers to
easily store their unused molasses within the tub, even allowing them to mix in the tub. A tamper-proof seal ensures the authenticity of the product. “Another major positive of the
new packaging is that it has been designed to ensure it’s easy to stack, making storage much more manageable, an element that should be positively noted by the trade.”
OCTOBER 2020 Jabre continues: “We expect travel
retailers to be as excited about the brand as we are. The new look and feel are sure to appeal and engage with shisha lovers around the world. “We know that mixing shisha
flavours is organic to the category and our new products meet these consumer needs.” In addition to elevating the look
and feel of its packaging to align with global ambitions, Al Fakher has focused on enhancing the shisha experience. A big part of
“We expect travel retailers to be as excited about the brand as we are. The new look and feel are sure to appeal and engage with shisha lovers around the world.”
Ziad Jabre,
Head of Global Travel Retail, Al Fakher
TRBUSINESS 65
Above: The new packaging has been designed so it is easy to stack, making storage more manageable.
Left: Al Fakher unveiled new elevated packaging in February 2020.
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