Al Ain Water, a leading bottled water brand in the UAE, has launched a unique proposition aimed at increasing public awareness about water composition and the right balance of essential minerals required by the body.

This proposition supplements a new marketing campaign – ‘Keeps You Moving’, introduced late last year, in support of the launch of Al Ain Water’s new eco-friendly bottle and contemporised branding, said a statement.

The campaign positions Al Ain Water as a brand with an attitude of uncompromising quality and heritage, making it ‘your trusted companion’.

It also seeks to aid customers in recognising Al Ain Water as the most balanced bottled water with an optimal composition of essential minerals the body requires for a healthy lifestyle.

Fasahat Beg, executive vice president of Agthia Consumer Business Division, of which Al Ain Water is a key product, said: “The general perception in the market is to merit the nutritional status of bottled water solely on low sodium content – a position that Al Ain Water challenges, as many essential minerals are required to support one’s overall health.

“Under this campaign, Al Ain Water champions an optimal mix of several essential minerals such as – calcium, magnesium, potassium, chloride, in addition to sodium.”

Calcium is the leading contributor to healthy bones and regulation of blood pressure, while magnesium is considered important for building protein reserves. For those involved in heavy physical exertion on a daily basis, having the right amount of potassium is vital for fluid regulation while chloride restores neutrality to an acidic stomach, said the statement.

The campaign also focuses on educating parents on the importance of introducing water with the right composition of essential minerals in their children’s diet, while encouraging the practice of proper rehydrating with water as a means of strengthening their immune system, it said.

There is a need for proper consumer understanding of the role each mineral plays in creating an ideal balance for one’s body, especially given the extreme climate in the UAE, and a growing health consciousness among consumers, Beg added. - TradeArabia News Service