09 April 2007
Masafi, the regional market leader in the bottled mineral water industry, has unveiled a new outdoor campaign for its premium juice line.
Masafi, the regional market leader in the bottled mineral water industry, has unveiled a new outdoor campaign for its premium juice line.
The new campaign, launched under the theme 'Fruit Obsession', delves on the premium nature and quality of Masafi Juice.
The visuals reflect the rich taste, inimitable flavours, attention to detail in its composition as also the over-reaching message that nothing but the best ingredients make Masafi Juice truly unique. The new campaign, developed by Wunderman Masafi's creative agency of record, will go on air from April 10,2007.
Speaking on the new campaign, Ashraf Abushady, Chief Executive Officer of Masafi, said: 'We are pleased to launch the new campaign for our premium juice line. Masafi Juice has been well accepted by a very discerning market that has over 50 international and local players. The brand has made a distinct mark despite being a new entrant courtesy to the products' quality attributes.'
He added: 'Through this new campaign, we have captured the essence of the Masafi Juice brand and its personality in a way that speaks directly to our discerning consumers. Following the high-decibel launch of our juice in May 2006, it was now time to focus on our core attributes that make our juices so unique and those are meticulously selected quality ingredients.'
The campaign elements include a mix of print, liberal use of outdoor and editorial content. The print campaign showcases the lifestyle shots of a woman bedecked in fruity ornaments, with the key messages of quality and affluence intermittently emerging. Public Relations and point-on-sale signs will support the print and broadcast advertising.
Earlier this year, Masafi Juice had won the Retail News Middle East's 'Best Marketing Strategy of the Year' award. The marketing and communications campaign was executed and aligned to ensure maximum product visibility and availability. In-Store Visibility was achieved by innovative POPM material (real fruit baskets!) and specially branded chillers.
The launch campaign set a new benchmark for successful product unveiling. Masafi Juice became one of the top five juice brands in the UAE (out of more than 50 brands) and garnered 5% of the market in 6 months. In addition to the UAE and the neighboring countries, Masafi Juice managed to have dominant presence in other markets like East Africa and South East Asia.
Masafi has successfully retained its market leadership in the UAE mineral water segment with more than 40% share. The company exports approximately 30% of its product portfolio to different countries. The major importers are Japan, Oman, Kuwait, Qatar, Bahrain, Afghanistan and Djibouti. The company also exports to Germany, UK, Australia, Taiwan, Pakistan, Morocco, Yemen, Sudan, Bangladesh and the Ivory Coast, among others.
-Ends-
About Masafi
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 the past 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 first-class 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 mineral water, tissues, Masafi Juices and the newly-launched Masafi Flavoured Water. The mineral water product line comes in bottles of 1.5 litres, 1 litre, 500ml, 330ml (regular and sports), 330ml kids packaging (regular and sports); mineral water cups in sizes of 250ml, 200ml, and 125ml. The tissue line includes boutique fragrant tissues in three scents, floral tissues in purple, pink and green colors, and car tissue boxes, while the hugely popular Masafi Juices come in an array of original flavors and rich blends available in 2 litre, 1 litre and 200 ml bottles. The flavoured water is available in 3 flavours -- strawberry, lemon & peach in 500ml sizes.
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.
For further information, please contact
Naeem Badiuzzaman,
PanGulf PR, Dubai
Tel: +9714-2953456
Fax: +9714-2951027
The visuals reflect the rich taste, inimitable flavours, attention to detail in its composition as also the over-reaching message that nothing but the best ingredients make Masafi Juice truly unique. The new campaign, developed by Wunderman Masafi's creative agency of record, will go on air from April 10,2007.
Speaking on the new campaign, Ashraf Abushady, Chief Executive Officer of Masafi, said: 'We are pleased to launch the new campaign for our premium juice line. Masafi Juice has been well accepted by a very discerning market that has over 50 international and local players. The brand has made a distinct mark despite being a new entrant courtesy to the products' quality attributes.'
He added: 'Through this new campaign, we have captured the essence of the Masafi Juice brand and its personality in a way that speaks directly to our discerning consumers. Following the high-decibel launch of our juice in May 2006, it was now time to focus on our core attributes that make our juices so unique and those are meticulously selected quality ingredients.'
The campaign elements include a mix of print, liberal use of outdoor and editorial content. The print campaign showcases the lifestyle shots of a woman bedecked in fruity ornaments, with the key messages of quality and affluence intermittently emerging. Public Relations and point-on-sale signs will support the print and broadcast advertising.
Earlier this year, Masafi Juice had won the Retail News Middle East's 'Best Marketing Strategy of the Year' award. The marketing and communications campaign was executed and aligned to ensure maximum product visibility and availability. In-Store Visibility was achieved by innovative POPM material (real fruit baskets!) and specially branded chillers.
The launch campaign set a new benchmark for successful product unveiling. Masafi Juice became one of the top five juice brands in the UAE (out of more than 50 brands) and garnered 5% of the market in 6 months. In addition to the UAE and the neighboring countries, Masafi Juice managed to have dominant presence in other markets like East Africa and South East Asia.
Masafi has successfully retained its market leadership in the UAE mineral water segment with more than 40% share. The company exports approximately 30% of its product portfolio to different countries. The major importers are Japan, Oman, Kuwait, Qatar, Bahrain, Afghanistan and Djibouti. The company also exports to Germany, UK, Australia, Taiwan, Pakistan, Morocco, Yemen, Sudan, Bangladesh and the Ivory Coast, among others.
-Ends-
About Masafi
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 the past 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 first-class 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 mineral water, tissues, Masafi Juices and the newly-launched Masafi Flavoured Water. The mineral water product line comes in bottles of 1.5 litres, 1 litre, 500ml, 330ml (regular and sports), 330ml kids packaging (regular and sports); mineral water cups in sizes of 250ml, 200ml, and 125ml. The tissue line includes boutique fragrant tissues in three scents, floral tissues in purple, pink and green colors, and car tissue boxes, while the hugely popular Masafi Juices come in an array of original flavors and rich blends available in 2 litre, 1 litre and 200 ml bottles. The flavoured water is available in 3 flavours -- strawberry, lemon & peach in 500ml sizes.
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.
For further information, please contact
Naeem Badiuzzaman,
PanGulf PR, Dubai
Tel: +9714-2953456
Fax: +9714-2951027
© Press Release 2007
