MIDDLE EAST and Mai Dubai needed to differentiate itself in the market in order to compete with Masafi , Oasis and Al Ain .

“ Water is by definition supposed to be tasteless , colourless and odourless . So , it ’ s difficult to differentiate . There is some nuance to taste , so we needed to get our formula right . But every decision we made was centred on how we can be different ,” Andres reveals . “ One of the big points of differentiation , and we know this through feedback , is our unique packaging . The goal was to mimic glass and our bottle looks like crystal and features our iconic skyline of Dubai image .

“ We asked for it in red . There were sceptics , believing that red would symbolise danger or stop , and noting that our competitors are green and blue . We used red because of that . We have to stand out , it ’ s a cluttered field ,” Andres continues . “ Once we launched , we did very well . We asked store managers why we are doing so well , and they pointed to the fact it looks different . Customers buy it , try it and buy it again . A lot of our success comes from that branding .”

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