Masafi unveils new water campaign; reinforces pure & natural attributes
Core message of the campaign is ‘Naturally, Natural’
Dubai, May 8, 2012: Masafi, one of the leading FMCG brands in the region, has unveiled a new campaign to highlight the natural characteristics of its pure, natural mineral water. The ‘Drink Natural’ campaign, which runs till June 30, 2012, is focused on the 100% natural freshness of Masafi mineral water, reinforcing its core message through a slogan – ‘Naturally Natural’.
The campaign communicates the natural attributes of Masafi mineral water, which has been executed with an emotional touch, effortlessly reflecting human’s oneness with nature. An engaging campaign that underscores Masafi’s unique peculiarities – quality, purity and natural, the campaign highlights the health benefits of drinking natural mineral water, bottled at the source – the foothills of Hajar Mountains in Ras Al Khaimah, UAE.
Intikhab Alam, Head of Marketing at Masafi, said: “Since our inception, Masafi has created a brand equity with its purity and quality attributes. Needless to say, our equity campaign – Drink Natural – focuses on these unique facets of Masafi mineral water. We have tried to reinforce the key messages in our print and outdoor campaigns which rolled out this month. We are confident that the new campaign will leverage Masafi’s market leadership and reinforce our brand positioning.”
In support of the brand campaign, the Masafi brand team has developed a strong media plan to involve print and outdoor which will be supported by Point-of-Sale promotions at both direct distribution points as well as key accounts.
Since its inception 35 years back, Masafi has always espoused a mission to make life better and more convenient for its consumers. After becoming the generic name for bottled mineral water across Gulf and Middle East, the company has taken the natural evolution process and ventured into related sectors and today is one of the leading FMCG brands.
Masafi, the leading producer of pure natural mineral water in the entire Gulf, was established in 1976 with a paid-up capital of approximately $5.5 million. The company has retained its market leadership for over three decades by providing world-class products which are renowned for their pure natural freshness. This has seen Masafi become the premium reference for bottled mineral water in the entire region. In the process, it has built an extremely strong distribution network to consistently deliver to dynamic market requirements and has continuously upgraded its state-of-the-art equipment to keep pace with technological advances around the globe.
Being a leading brand that delivers to consumer needs, Masafi’s wide product portfolio includes Pure, Natural Mineral Water, Tissues, Juices, Flavored Water and Gourmet (Chips). The mineral water product line comes in bottles of 1.5 litres, 1 litre, 500ml, 330ml (regular and sports) 4 gallon bottles, 330ml kids packaging (regular and sports); mineral water cups in sizes of 250ml, 200ml, and 125ml. All Masafi product bottles are 100 per cent recyclable and only for one-time-use. The tissue line includes boutique fragrant tissues in four scents, floral tissues in purple, pink and green colors, and car tissue boxes. Masafi leads the UAE market in the Brand Equity Index in the water and tissue categories. The hugely popular Masafi Juices come in an array of original flavors and rich fruit blends available in 2 litre, 1 litre and 200ml bottles and a 100% juice blend tetra pack product line. The flavored water is available in four flavors -- strawberry, lemon, peach and mint & lemon in 500ml sizes. The Gourmet potato chips come in five flavours – sea salt, sweet chilly, ‘four cheese’, salt & vinegar and Labneh & Zaatar.
The company was the first recipient of the ISO 9002 certification in the entire Middle East and was awarded the ISO 9001:2000 certification for developing and maintaining a high standard Quality Management System. Masafi has also been awarded the HACCP (Hazard Analysis Critical Control Points) certification. Masafi is also a member of International Bottled Water Association (IBWA) and Asia Bottled Water Association (ABWA). Masafi Water is tested and approved by NSF International, USA, which carries out annual unprompted audits on behalf of IBWA. Masafi is the first mineral water company in the region to be awarded the prestigious ISO 14001 certification for Environmental Management.