By reintroducing La Cigogne after more than 25 years of absence, SBM intends to offer Moroccan consumers a unique experience, combining authenticity and modernity. The new vision of the brand retains its historical essence, while adopting modern and environmentally friendly production methods, we specify in a press release.
“It is a great pride to be able to revive this legendary lemonade. I wish her a new life at least as long as that of her ancestor in 1929!”, rejoices the CEO of SBM.
An iconic brand
Iconic brand, 100% “made in Morocco”, La Cigogne has never disappeared from memories or the collective unconscious, although the product has been absent from the market for more than two decades, following the cessation of its marketing in 1997.
Indeed, despite a long absence from the shelves, La Cigogne continued to exist as a cult brand, firmly established in popular culture, thanks to an engaged public, to contemporary artists who established it as a symbol of Moroccan Pop Art. , and above all thanks to collectors who have jealously preserved its memory, to the point of making it a true myth, representative of a certain Moroccan identity.
A bridge between generations
“Love Brand” par excellence, full of childhood memories, evocative of moments of joy and celebration, La Cigogne returns today to create new memories and accompany new moments of emotion, thus creating a bridge between generations .
A perfect symbol of this continuity, the visual identity has remained unchanged, just like the legendary La Cigogne logo, instantly recognizable by all Moroccans. The same goes for its iconic bottle, which has retained its refined shape and its spiral relief.
However, the return of La Cigogne is not under the sign of “retro” or nostalgia. Resolutely going against the “vintage” vogue, La Cigogne is indeed a brand of its time, which has managed to keep its strong identity intact, while settling into the present and projecting itself into the future.
Authenticity, quality and durability
Thus, La Cigogne has remained faithful to its authentic recipe, its unique and inimitable taste and its immaculately transparent color. “I had the chance to consume La Cigogne in Morocco in 1995 and remember its very special sparkling bubbles. Almost 30 years later, our teams have been able to recreate this sparkle and this typical taste at La Cigogne,” says the general director of the Société des Boissons du Maroc.
And to continue: “For this comeback, we went further, by adapting the ingredients to our times: no more chemicals or synthetic flavors, La Cigogne 2024 is 100% natural!” Indeed, the legendary lemonade has evolved towards more naturalness, with a composition based on natural lemon flavors and a reduced sugar content.
Another illustration of its projection towards the future, La Cigogne will only be offered in “eco-responsible” formats. Thus, the bottles are exclusively made of glass, returnable, reusable, and the cans are made of aluminum, a material which, like glass, is infinitely recyclable.
The choice of these packaging was favored for their ecological qualities, thus helping to promote environmental sustainability.
Finally, its packaging is produced locally, thus complying with the ecological principle of “short circuits”, and participating in an ever more pronounced manner in the dynamics of the national economy.
On the shelves…
Since October 1st, La Cigogne has made its comeback on the shelves. The legendary white lemonade is now available in supermarkets and local shops in all regions of Morocco, in a 25 cl glass bottle, returnable and reusable, and in a 25 cl and 33 cl aluminum can, guarantees of sustainability and respect for the environment.
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