Since the relaunch of Vimto Carbonated in 2008 it has proven to be particularly popular among Arab women, showing double digit growth year-on-year. “Friends Forever,” or “Sawa Halaween” in Arabic, dives deep into the emotional connection that women have with their best friends.
The campaign uses a soundtrack and imagery to depict different stages of friendship and togetherness, from making friends on the first days of school through to being at each other’s sides when they enter motherhood.
To support the campaign, the makers of Vimto also commissioned a song to be specially written and recorded. Titled “Sawa Helween”, the song’s lyrics encapsulate the theme of friendship, sharing and bonding.
“Following the relaunch of Vimto Carbonated a few years ago, the response from consumers has been tremendous,” said Anwar Zaman, VP Marketing, Aujan Industries. “This popularity has seen Vimto Carbonated become the preferred drink for many young Arab women for special get-togethers and celebrations with friends and family. With ‘Friends Forever,’ we have tried to capture this sentiment and celebrate the important role that best friends play in a woman’s life.”
Vimto Carbonated’s “Friends Forever” campaign covers TV, outdoor, online and print media.
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