Company: Kapa Oils Refineries

Product type: Baking powder

Innovation: New packaging

Kapa Oils Refineries, a Kenyan FMCG company has launched a new packaging for its flagship baking powder product dubbed Chapa Mandashi.

The food ingredient has been packaged in a paper box since the 1960’s, with the company giving it a new brand identity packing the product in a plastic container.

Some Kenyan netizens have hailed the move as it is a refreshing sight from the decades old packaging.

However, others have aired their concerns sighting that manufacturers across the globe are moving towards use of bio-degradable packaging in a bid to rid the world of plastic waste.

But some have also argued that the plastic packaging is reusable which is also one of the ways of minimising plastic waste such as recycling and reducing.

The introduction of the new product comes at a time the company has appointed regions leading marketing agency, Ogilvy Africa as its creative, digital and media buying agency.

The mandate will be run by the Kenya offices of Ogilvy Africa, based in Nairobi, reports Hapa Kenya.

The appointment comes after a competitive selection process to select an agency that will be responsible for conceptualizing, planning and executing of marketing strategies with Kapa.

“Kapa Oil Refineries is delighted to partner with Ogilvy Africa as our full service creative, digital and media agency. We believe that in line with our strategic objectives of being the go-to FMCG company of choice for providing high quality everyday household products, Ogilvy Africa-Kenya is the right partner.

“Their omni-channel approach to strategic brand building ties in perfectly with our overall business vision,” said Sid Shah, Sales Kapa Oils Refineries.

Kapa serves 18 countries in Africa as it continues to position itself as a leader in quality brands across the continent.

“Kapa is one of the biggest success stories amongst home-grown companies from Africa and we are delighted to welcome them to the Ogilvy Africa family.

“Throughout their history, they have competed and won versus global giants. As we install the Ogilvy to their marketing setup, it’s exciting to have the opportunity to help write the next chapter of their story,” said Vikas Mehta, CEO, Ogilvy Africa.

The Ogilvy Africa team, led by Managing Partner Grace Waweru, will be deployed to work with the marketing team at Kapa.

The team comprises of brand strategists, creative directors, social media experts, data-analysts, media planners, buyers and project managers.

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