Kenya's Greatest Crossover Brand
This case study examines the unexpected popularity of Arimi’s Milking Jelly in Kenya, a product originally intended for dairy farmers that has found widespread use in personal care, including for diaper rash.
The analysis explores the product’s history, the competitive landscape of petroleum jelly products in the region, and factors that contributed to Arimi’s achieving a product-led growth, leading to its high ranking among beloved brands by Kenyan women.
Arimi's Unexpected Success: From Udder to User
Arimis Milking Jelly is a Kenyan product that has gained national popularity for being in places it wasn’t originally intended for. A brand so loved by Kenyans that when rumors surfaced of an impending rebrand in 2021, angry Kenyans insisted, “Don’t you dare touch our beloved cow!”. The manufacturer, Triclover Industries LTD, had to issue a statement denying the rebrand
This is the first ever exploratory research that attempts a deeper look into Arimi’s positioning, product history, and competitive landscape in Kenya. Enjoy!
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