Rainbow Milk Launches ‘The Pride Campaign' In Conjunction with UAE's 43rd Anniversary

Rainbow Milk, one of the legendary brands of FrieslandCampina Middle East, part of Royal FrieslandCampina- the largest dairy- cooperative in the world, today announced the launch of ‘The Pride Campaign’. The campaign coincides with the UAE’s 43rd anniversary celebrations and it will start from December 2nd 2014. The campaign will highlight Rainbow Milk’s commitment and strengthen the long lasting bond the brand shares with the people of the UAE.

‘The Pride Campaign’ draws inspiration from the fact that Rainbow was one of the first multinational brands to be introduced into the Arab world back in 1955. And since then the Rainbow Milk has been used for tea and coffee whitening, drinking, cooking and sweetening desserts. And today Rainbow is one of the major brands in the UAE which unite people from varied cultural backgrounds.

The week long ‘Pride Campaign’ will unite and fill the hearts of locals, expats and retailers/ operators with pride. As Rainbow Milk is proud to be a part of the consumers’ lives for almost 60 years, it wants to infuse a sense of pride among people for the nation, community, family and most importantly for females. Rainbow has devised this campaign to infuse a sense of intensity and pride in every person in the UAE. The campaign has a whole bunch of interesting and enlightening activities to suit the interests of all age groups.

‘The Pride Campaign’ will have different segments and activities: National Pride- Uploading ‘National Pride’ pictures on Rainbow page, Outdoor Show Stopper Activations- Giant Rainbow Milk Cans and integrate picture with the background; Community Pride- Car Parade, Rainbow Bus, Rainbow Bus Top Canvas, Online integration of on- ground activities, Contest- ‘Proud to be part of you’ on Facebook; Family Pride- Rainbow Milk will run mall engagement programs at Mirdif City Centre, The Mall of Emirates, the Arabian Centre in Dubai and the Marina Mall in Abu Dhabi, the dedicated areas at these venues/ malls would have photo booths, games, prizes, Tint Up Hub- Live Messaging, In- store branding, Emirati Consumer Interceptor, In- store sampling, Shopper giveaways, 50 End cap dressing, Live Twitter Hub, In- store brought alive.

Other activities include Cricket Tournament, Rainbow Cinema, Rainbow Bus, ‘Pack All You Can’ activation specifically targeting expats and reaching out to the retailers/ suppliers and consumers.

All these exciting activities will bring people of UAE together in celebrating the Pride of UAE. Everyone in the UAE is welcomed to join the ‘Pride Campaign’.

Hein Raijmakers, Regional Marketing Director, at FrieslandCampina said, 'Rainbow Milk has a long history in the UAE and we share a close relationship with many generations. Now with the launch of the ‘Pride Campaign’ we are celebrating the bond of togetherness and magnifying the national spirit of the UAE. In spirit and truth, Rainbow plans to be a part of the nation- wide festivities during the 43rd anniversary of the UAE’s founding. We also take this opportunity to extend our heartfelt congratulations to the President Sheikh Khalifa, and Vice President, Prime Minister and Ruler of Dubai, Sheikh Mohammed bin Rashid, as well as the Supreme Council Members, all Rulers of the emirates and the people of the UAE.”

Rainbow Milk has an unmistakable creamy taste and texture that drinkers instantly recognize and cherish and that precisely makes it the category leader. With the enthusiastic Pride Campaign Rainbow wants to assert that the community of Rainbow drinkers is proud to be part of UAE, the culture and together they have come so far, grown so tall and are set to go even further and do greater things.

Rainbow Milk, which is exported across the Arab region is produced at a plant in Jeddah, Saudi Arabia. The Jeddah plant started its operation in 1975 as Jamjoom Foremost Dairy Ltd, producing long life milk, flavored milk, yoghurt and fresh cream.