Latest news with #Apricot-flavour
Campaign ME
13-03-2025
- Business
- Campaign ME
Deliveroo and Humantra make billboards ‘drinkable'
To launch its Ramadan limited-edition Apricot-flavour electrolyte, Humantra collaborated with Deliveroo to bring to life a 'drinkable' billboard at City Walk Dubai. Seemingly ordinary at first glance, the activation displayed the message 'just another billboard'. At sunset on the activation's launch day, Deliveroo had a graffiti artist walk up to the installment and spray a bold yellow question mark at the end of the phrase. The billboard then had a small door slide open to reveal a dispenser tap, offering passersby to break their fast with Humantra's new electrolyte drink. 'Humantra's Apricot/Qamaruddin electrolyte drink draws inspiration from a popular beverage in the Middle east consumed to break the fast during Ramadan,' said Taghrid Oraibi, Head of Communications at Deliveroo Middle East . 'Inspired by this tradition, we wanted to be present at Iftar time up until Suhour for people to sample Humantra's electrolytes. This activation allowed us to directly engage consumers in a memorable way and address the needs of those looking to replenish and rehydrate after sunset,' she explained. The concept was designed in-house by Deliveroo and Humantra's creative teams and was executed by experiential agency Aces of Space. The activation was conceptualised to interact with audiences differently, in a memorable way. View this post on Instagram A post shared by Humantra (@humantra) 'At Deliveroo, we're all about breaking new ground with unique stunts and activations. From Abu Dhabi's first edible billboard to turning delivery bikes into roaming digital billboards and now rolling out the region's first drinkable billboard. We're always on the hunt for bold, creative ideas to connect with our audience and find fresh, engaging ways to advertise and create unforgettable experiences,' Oraibi said. From Humantra's perspective, the activation was strategically designed to strengthen its brand value amongst consumers in Dubai. 'The hydration category is traditionally associated with workouts and recovery,' said Charlie Wright, Founder & CEO, Humantra. 'At Humantra, we're flipping that narrative. Hydration isn't just for athletes; it's for everyone, every day. That's why we're showing up in unexpected places—like a high-visibility billboard in the heart of City Walk. You don't expect to see electrolytes there, and that's exactly the point. It cuts through the noise, sparks curiosity, and reinforces our message: Humantra is redefining hydration for the modern consumer, making it an everyday essential, not just a workout necessity,' he said. The brands claim that the response has been overwhelmingly positive, both to the activation itself and the flavour. 'We always knew this would be a bold and disruptive moment, but seeing people engage with it so positively has been incredible,' said Wright. The activation was live over the weekend of 8-9 March, at City Walk in Dubai.
Zawya
10-03-2025
- Business
- Zawya
Deliveroo and Humantra bring UAE's first-ever drinkable billboard to City Walk this Ramadan
Deliveroo and Humantra unveiled the UAE's first-ever drinkable billboard at City Walk, Dubai to celebrate the launch of Humantra's Ramadan limited-edition Apricot-flavour electrolyte, available exclusively on Deliveroo until the end of March. At first glance, the billboard appeared ordinary, displaying the message 'Just Another Billboard.' But as the sun sets, a graffiti artist spray paints a question mark to the end, turning the simple statement into a thought-provoking question. The billboard then revealed a dispenser tap, turning it into the country's first-ever drinkable billboard - allowing passersby to break their fast with Humantra's electrolyte drink. This unique activation gave a whole new meaning to hydration during Ramadan, encouraging the community to rethink how they replenish after fasting. Visitors could sample Humantra's limited-edition Apricot-flavour electrolyte sachet, served in a generously sized cup, offering proper hydration after a day of fasting and keeping them refreshed for the evening ahead. Designed specifically for Ramadan, Humantra's sugar-free, plant-based sachets contain all six essential electrolytes, helping to replenish fluids, boost energy levels, and support overall wellbeing during fasting hours. Inspired by the flavours of the season, Humantra's apricot sachets are available in boxes of 20 sachets for AED 125, or as part of a curated Ramadan gift bundle including two boxes for AED 240. Their convenient packaging and ease of use make them the ultimate addition to Ramadan, supporting better sleep, improved mood, and sustained energy throughout the month. Through this unexpected and creative stunt, Deliveroo and Humantra not only introduced a new flavour but also transformed a simple billboard into a powerful call to prioritise hydration and wellbeing during Ramadan. About Deliveroo Deliveroo is an award-winning delivery service founded in 2013 by William Shu and Greg Orlowski. Deliveroo works with approximately 181,000 best-loved restaurants and grocery partners, as well as around 135,000 riders to provide the best on-demand delivery experience in the world. Deliveroo is headquartered in London, with offices around the globe. Deliveroo operates across 10 markets, including Belgium, France, Hong Kong, Italy, Ireland, Qatar, Singapore, United Arab Emirates, Kuwait and the United Kingdom.
