Background

  • As the first UAE-owned company to produce camel milk in UAE, Emirates Industry for Camel Milk & Products (EICMP) was established. By 2006, the milk production facility was completed and the first camel milk products under the brand name Camelicious hit the UAE shelves in August of the same year.

Challenge

  • Build awareness of Camelicious in the UAE especially where cow’s milk brands hold maximum shelf space and top of mind recall

Approach

  • Communicated benefits of camel milk vs cow milk
  • Educated media on EICMP and its research facility on camel milk
  • Hosted media gatherings and farm tours and built affinity tie-ups with schools and universities 

outcome

  • Created awareness for EICMP (Emirates Industry for Camel Milk & Products) & its activities
  • High brand recall for Camelicious in the category
  • Camelicious became an international brand with exports to the EU and Malaysia
  • Media interest in the category led to international focus on brand extension in other segments i.e cosmetics using Camel Milk products 

more work