Balsoy is a totally new product that’s set to be the next big thing in international cuisine. It has already proved a winner in the US. Here a large local distribution group that specialises in quality fresh foods and food solutions has opened a number cooking schools in its sales outlets where Balsoy has been selected as a condiment of choice. Following its insertion over a two-month period in supermarket taste tests and training areas, the product has been placed on the shelves in 120 sales outlets.
Balsoy’s image reflects the Oriental ideals of perfection and symmetry, something which the brand name also embodies. The communication strategy for the product launch began with the creation of a high-impact brand name, followed by the packaging design and the development of below-the-line materials, such as recipe leaflets to be attached to the bottle and a dedicated website.