Limonissimo

Lemon substitute had been a popular product in the socialist era, owing to the popularity of tea made with lemon. Apart from lemon substitutes in the form of tablets, liquid versions showing a closer resemblance to the original stuff also appeared eventually, with the Olympos brand soon being identified with LEMON extract in Hungary. The brand has prospered for decades, but times have also changed. Tea culture has changed with types like green tea or Rooibos made from a plant called Aspalathus Linearis becoming increasingly popular, which do not mix with lemon very well. Maspex has seen the writing on the wall and developed a brand new product with a brand new concept, recipe and appearance. First of all, they have developed a lemon extract with 100 percent lemon content. Second, they have changed their communication and begun to focus on gastronomy rather than tea alone. However, the masses need a lot of persuasion to accept that this product is at least as good as the original stuff, or even better in some regards. A further problem is that dishes made with lemon, like shrimps are not very common in Hungarian households. Nevertheless, bottled lemon extracts communicate in every possible way that they are better than lemon, with smaller sizes enjoying more credibility. In addition to creating a 100% extract, Olympos has also launched a long term communication campaign with practical and elegant packaging. The shape and the small size of the bottle is a sign of value and the label which is only 38 mm high, contains only the most essential information. The black colour is elegant, with gold adding a touch of exclusivity and authenticity. Everything is there to give real lemon a hard time.