Vitaene C brand awareness - is it all hot air?
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.
Vitaene C is a 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.
"The marketing 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.
