Al Ain Mineral Water Company P.J.S.C. recently launched ‘Refresh Your Moments!’, its first regional ad campaign designed to focus on the special moments in people’s lives and their sharing of these with Al Ain Water. A growing, second leading brand in the UAE and a clear number one in the Emirate of Abu Dhabi, Al Ain Mineral Water is the 100% owned and operated entity of Abu Dhabi-based food and beverage company, AGTHIA Group P.J.S.C.
Characterized by bright images of people enjoying a refreshing drink of Al Ain Water amidst special everyday moments in life, the print and television commercials showcase a feeling of true joy shared with family and friends. The messages accompanying them are succinct and warm, while Al Ain’s presence provides a binding, common element across these relevant moments and across cultures.
“We hope the TV and print campaign will touch some emotional chords with the people. At Al Ain Mineral Water, we have made great strides in a very short time and that to a large degree is a result of the people’s strong association with Al Ain Water, especially its quality & heritage. Our business growth reflects the fact that more and more people are making Al Ain Water their thirst choice. Our goal is to become the leading water brand in the UAE and I believe we will achieve that goal in the near future,” said Mr. Fasahat Beg, General Manager of Al Ain Water.
The creative inspiration for the campaign came from The Classic Partnership Advertising, Al Ain Water’s advertising agency and one of the leading marketing communication solutions providers in the region.
“We have worked closely with Al Ain Mineral Water and after conducting our market research we have identified certain consumer trends and decided that we should focus on happy moments in people’s lives that are shared with others. It is the common denominator and we all cherish such moments in our lives. They are simple moments, but they somehow remain imprinted in our memories,” explained John Mani, Chief Creative Officer at The Classic Partnership Advertising.
Some of the ads feature two young girls by a fountain, a young man and his friends at the beach, a young boy and his grandfather at a garden, and a family on the beach; all drinking Al Ain Water products.
“Life really is all about those special moments you spend with family and friends, just like our ads say,” added Fasahat Beg, General Manager of Al Ain Mineral Water.
