They seem to be going mad for balloons in the Gulf, I understand a new
passenger ride operation is due to start up in Oman shortly as well...
Vitaene C brand awareness – is it all hot air?
By staff reporter
22/01/2007 - As marketing strategies for health drinks go, they don't get
much bigger than NTDE's plan to enter the Guinness book of records with an
8-storey balloon in the shape of a Vitaene C drink bottle.
National Trading and Development Establishment (NTDA), a distributor in the
United Arab Emirates, is making sure that the brand is hard to ignore – not
only by anyone in the wide vicinity of the Record Breaking Festival in Al
Safa Park next week, where the balloon will be inflated, but also by world
record followers around the globe.
product from Japanese drinks maker Pokka that contains vitamin C, B2, B3 and
niacin, and is said to have built up considerable brand recognition in the
local UAE market since its introduction in 1998.
"We wanted to create something that would give recognition to Vitaene C and
subscribe to the brand values of powering the healthy growth," said company
representative Hussain Zubaidee.
campaign which was executed in 2006 was targeted specifically to the
health-conscious individual who is looking for a fizzy boost. This year we
wanted to make a big deal on the merits of the drink – hence we thought big,
with the largest inflatable balloon in the world."
The balloon weighs in at 500kg of flame retardant material but will be up to
six-times its own weight when filled. Its volume is estimated to the
three-times that of the previous record winner – the Power Rangers Lost
Galaxy balloon launched by Fox Family Worldwide in 1999 with a volume of
1044.8 cubic metres.
Installation calls for the expertise of a team of 14 specialists from the UK
and India, including a project leader and technical engineers.