Essentials for Life
A brand-led push away from product claims towards family, trust, achievement and freedom, built on monochrome photography and carrying forward the earlier 'Balanced Water' drive and the 'Keeps You Moving' line from Q3 2015. It ran while Agthia was adding 45 per cent to UAE bottling capacity.
- The brief
- Bottled water buyers in the UAE, as Al Ain Water followed up its earlier 'Balanced Water' push on water composition.
- The idea
- 'Essentials for Life' used black-and-white photography of family, trust, achievement and freedom, carrying forward the 'Keeps You Moving' line, while Agthia was expanding UAE bottling capacity by 45 percent.
- What to borrow
- Tying a commodity to life values gives a water brand room to stand apart once its functional claims are made.
| Brand | Al Ain Water |
|---|---|
| Agency | Not named on the source |
| Talent | Not named |
| Channels | print, OOH, digital |
| Source | Khaleej Times |
Case studies like this
Campaigns from other brands that did something close, matched on what each one actually did.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| du | Bridging the Spaces Between UsIntegrated campaign · 6 Jan 2026 | Integrated campaign | TBWA\RAAD | 6 Jan 2026 |
| Union Coop | Year of the Family Ramadan campaignFestive · 11 Feb 2026 | Festive | – | 11 Feb 2026 |
What other beverages brands ran
The latest confirmed campaigns from the rest of the category, Gulf.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Vimto | Vimto Ramadan 2026Festive · 21 Apr 2026 | Festive | – | 21 Apr 2026 |
| Vimto | Vimto Rose on Kitchen TalesIntegrated campaign · 23 Feb 2026 | Integrated campaign | – | 23 Feb 2026 |
| Masafi Water | Ramadan 2025 limited-edition packaging with Mariam AbbasFestive · 21 Mar 2025 | Festive | – | 21 Mar 2025 |
| Masafi Water | Masafi brand identity refresh 2025Rebrand · 2025 | Rebrand | – | 2025 |
