Ramadan 2025 limited-edition packaging with Mariam Abbas
A limited-edition Ramadan bottle designed with Emirati artist Mariam Abbas, carrying Sheikh Zayed Mosque, the Together sculpture, traditional water pitchers and the Sidr plant as motifs. It ran across Masafi's social channels, website and app and was pitched at Iftar-table affinity rather than short-term sales.
- The brief
- UAE families gathering at iftar during Ramadan, for a homegrown water brand wanting a place at the table.
- The idea
- Emirati artist Mariam Abbas designed a limited Ramadan bottle showing the Sidr plant, traditional water pitchers, the Together sculpture and Sheikh Zayed Mosque, shared across Masafi's social, website and app.
- What to borrow
- A festive pack judged on brand affection, with sales a secondary aim, frees the design to focus on culture.
| Brand | Masafi Water |
|---|---|
| Agency | Not named on the source |
| Talent | Mariam Abbas |
| Channels | social, digital, in-store |
| Source | Campaign Middle East |
Case studies like this
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| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Carrefour | Ramadan giving with Emirates Red CrescentPurpose · 18 Mar 2025 | Purpose | – | 18 Mar 2025 |
| Deliveroo | Fathers' Endowment in-app donationsPurpose · 11 Mar 2025 | Purpose | – | 11 Mar 2025 |
| Deliveroo | Ramadan 2023 in-app food-aid donationsPurpose · 30 Mar 2023 | Purpose | – | 30 Mar 2023 |
| HungerStation | HungerStation x Fananees RamadanFestive · 15 May 2024 | Festive | Dentsu | 15 May 2024 |
| Smiles | One Billion Meals Ramadan 2022Purpose · 8 Apr 2022 | Purpose | – | 8 Apr 2022 |
| Dubai Festival City Mall | Eid Al Adha 2026 at Dubai Festival City MallFestive · 21 May 2026 | Festive | – | 21 May 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 |
| Al Ain Water | Essentials for LifeIntegrated campaign · 29 Jan 2016 | Integrated campaign | – | 29 Jan 2016 |
More from Masafi Water
| Campaign | Type | Agency | Date |
|---|---|---|---|
| Masafi brand identity refresh 2025Rebrand · 2025 | Rebrand | – | 2025 |