New International Packaging Unveiled at the Dubai Festival City Hosted Event
Dubai Refreshments Company, the sole franchisee and distributor for PepsiCo products in Dubai, including Pepsi and Aquafina, has launched a new look Aquafina bottle at Global Village, the international event of the Dubai Shopping Festival as part of Pepsi’s activities for DSF 2004.
“Dubai Refreshments introduced Aquafina into the UAE market with a soft launch in April 2003,” said Peter Dickens, Marketing Manager, Dubai Refreshments Company. “This gave it time to build a customer base and begin to challenge the existing water brands.
“In less than one year, Aquafina has already become one of the top seven water brands in the Dubai and now we are launching the product on a bigger scale at Global Village 2004.”
Another reason for the expanded launch programme is that Aquafina has adopted packaging used internationally, for the first time.
“We are showcasing the new-look Aquafina bottles at Global Village, bringing our international packaging to the UAE for the first time,” said Dickens.
“The bottles themselves are stronger and sleeker, while the labelling has also changed drastically and be made from a new, translucent material.”
Dickens explained that PBI chose to launch Aquafina at Global Village because of the massive exposure it will gain from participating in such a large, truly international event.
“We view Global Village 2004 as an excellent opportunity for us to expose our product to a huge number of people from the UAE, GCC and beyond,” he said.
Alan Gordon, General Manager, Global Village agreed with Dickens on the value of the event.
“Over 3 million people attending the event last year and we hope to see a similar number for 2004 so there is surely no better place for Aquafina to make a splash,” he said.
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Notes to Editors:
Dubai Festival City is being developed on 1,600 acres on the banks of Dubai’s historic Creek. Comprising 15 distinct development zones, Dubai Festival City is a property development by the Al-Futtaim Group and is the Middle East’s largest, privately-funded mixed-use real estate project.
The privately-funded property will comprise a unique mix of entertainment, dining, shopping, edutainment, sport and leisure facilities, automotive dealerships, hotels, a marina, residential and office components.
For sporting enthusiasts, an 18-hole championship golf course, designed by world-renowned golf course designer Robert Trent Jones II LLC, other world-class sporting facilities are also being incorporated into the overall development
About Aquafina
High salt content is a problem with UAE bottled water, but Aquafina water is guaranteed to be pure due to the intense filtration system used to produce the water that eventually fills Aquafina bottles. Water is extracted from the Aquafina spring in Dibba and is put through a double filtration process involving reverse osmosis and carbon filtration. This eliminates practically all impurities in the final product.
This intensive filtration process has already helped make Aquafina the number one water brand in the US and Canada and gain a large market share in countries like Russia and India.
For further information, please contact:
Niall McLoughlin
Marketing Communications Manager,
Dubai Festival City LLC
Corporate Communications Manager
Al-Futtaim Group
PO Box 49776,
Dubai,
United Arab Emirates
Tel: +971 4 2136190
Fax: +971 4 285 1185
Mobile: +971 50 625 1329
Email: niall.mcloughlin@dubaifestivalcity.com
© Press Release 2004
