Masafi unveils new water campaign; reinforces pure & natural attributes

Press release
Published May 8th, 2012 - 09:22 GMT

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.

Background Information


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. 

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