Dubai - MENA Herald: Balance, a bottled drinking water brand from Masafi, has announced the launch of its sodium free variant– Balance 0% Sodium in the UAE with the marketing proposition ‘Follow Your Heart’.
The new addition to the company's portfolio will play a role in promoting good health and strengthening consumer interest in healthier bottled water choices.
Reginald Randall, the CEO of Masafi, said: “As leaders in this market, we understand the ever-changing dynamics and demands of consumers and came to realise that they are now paying more attention to the level of sodium they consume. Masafi’s move to develop Balance 0% Sodium is in line with these changes and aims to provide healthy choices from among our ever growing product range.”
The ‘Balance 0% Sodium’ brand proposition ‘Follow your Heart’ is supported by a marketing campaign including print advertising, radio, outdoor, digital promotions, on-ground activations and PR to reach consumers across the UAE. The creative concepts were developed by SutraMagnus, media planning and buying by MEC, PR by BPG Cohn & Wolfe, and social media activities by iBuz.
“Consumers are turning to healthier brand choices and are now following their hearts to make the right choices, hence the campaign proposition ‘Follow Your Heart’ which encourages consumers to continue making the right, active, and healthy choice that will benefit their wellbeing in the long run.” said Noel Matemba, Head of Marketing, Masafi.
‘Follow your Heart’ targets people who are young at heart and will consider ‘Balance 0% Sodium’ a natural choice that complements their lifestyle.” He added.
Balance 0% Sodium is now available in all major retail shelves across the UAE.
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