rainbow
MARKET
Rainbow is one of the widely popular brands of FrieslandCampina Middle East, the regional subsidiary of the world’s largest dairy cooperative Royal FrieslandCampina. FrieslandCampina is a key player in the Middle East and their products across the Middle East and Africa are tailored to local traditions. Over the years, Rainbow has become a household name in the region, serving generations of food and beverage businesses and consumers daily with its range of dairy products. The Rainbow brand in the Middle East, today, represents highquality products used for tea and coffee whitening, drinking, cooking and sweetening desserts. This year, Rainbow celebrates 60 years of business in the Middle East. Rainbow Evaporated il was one of the first multinational brands to be introduced into the region, in 1955. Rainbow provided the Middle East market with a new choice of packaged dairy products that were convenient, long lasting, tasty and nutritious.
22,000 employees worldwide are dedicated and committed to apply their expertise at every step of the dairy chain. They always strive to achieve higher levels of excellence, displaying consistent levels of innovation and leadership in all that they do. Royal FrieslandCampina serve their customers well to provide good financial returns for their stakeholders. At the same time they maintain a balance among nature, people and their business.
ACHIEVEMENTS
Rainbow Evaporated milk products have been sold in the tin packaging format for easy storage and transportation over long distances. Rainbow’s biggest markets in the Middle East region include Saudi Arabia, UAE, Oman, Qatar, Kuwait and Bahrain. Royal FrieslandCampina reaches millions of people in more than 100 countries around the world with their dairy products. They are fascinated by the importance and benefits of mil and are ready to facilitate their customers to get the most out of it. They have more than 130 years of progressive experience in sustainable dairy production. As a cooperative, they solidly believe in team spirit and are in sync with the win-win formula for ongoing business success. Their 17,000 member farmers and
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Rainbow Milk has been popular for many years due to its convenience, offering a real health bonus and great refreshing taste. Milk provides a whole range of nutrients that are essential to the growth and development of our bodies without the artificial preservatives or colourings. Consuming products from the ainbow il range can provide a significant proportion of daily nutrient requirements for all age groups. In addition to its contribution to nutrient intake, increased milk consumption has shown to be effective in reducing the risk of numerous health problems. Over the years Rainbow has been the recipient of many awards and accolades but for Rainbow the most important accolade is that its consumers buy it time and time again.
HISTORY
The name riesland ampina re ects the rich history of dairy farming in the Netherlands. Friesland is a region in the north of the Netherlands known for its green meadows, blue skies, many lakes and splendid Frisian dairy herds. Campina is a wooded region of grasslands and meadows in the south of the Netherlands.
Royal FrieslandCampina, the Netherlands-based dairy cooperative, is the result of several mergers and takeovers of dairy cooperatives and factories since the 1870s, most recently the merger of two Dutch dairy companies Friesland Foods and Campina. In ainbow started as one of the first multi-national brands introduced to the Arab region. Rainbow provided people with a new
choice of packaged dairy products that were convenient, long-lasting, tasty and nutritious. Their milk product was sold in a tin that was easy to store and practical to transport over long distances, today we know this product as evaporated milk. Rainbow has always associated itself with the UAE’s ourney of progress and the country’s greatest moments of national pride by creating opportunities for ainbow moments’ every day to lighten and share such moments of joy and pride.
PRODUCT
The Rainbow brand, tailored for the Middle East market, stands for health and taste for the young and old, encompassing a range of long-life dairy products, including ready-to-drink milk, instant milk powder, sweetened condensed milk, and cream. But the most famous product is, of course, the Rainbow Evaporated Milk, which over the last 60 years has diversified to match today lifestyle needs of the iddle East region’s consumers. E amples are the Cardamom variant, and two variants for those see ing specific health benefits ight and Low Cholesterol. Rainbow Evaporated Milk, is made from pure cow’s mil has no preservatives and is sourced directly from riesland ampina’s member farms across Western Europe. Rainbow has won the hearts of dairy lovers in the Middle East for the past 60 years. Rainbow has been a part of every morning, every evening, every family picnic, every drive, every kitchen cupboard, every breakfast table, every comforting moment every friend’s visit every celebration and every season since 1955. This is why the local people have given Rainbow its Arab name: Abu Qus. While some of the products are still being produced at the FrieslandCampina Foods plant in The Netherlands, others are being produced in their plant in Jeddah, Saudi Arabia. This plant is
responsible for the production of Rainbow Milk, which is exported across the Arab region. The plant in Jeddah started its operation in 1975 as Jamjoom Foremost Dairy Ltd, producing long life mil avoured mil yoghurt and fresh cream.
RECENT DEVELOPMENTS
In 2014, FrieslandCampina decided to replace the Rainbow Can with a new Consumer friendly pack “NECKED IN” can, which is a stackable can easy and has a more contemporary look and feel.
PROMOTION Pride Campaign
Rainbow launched its ‘Proud to Be By Your Side Since ’ to celebrate the brand’s historical association with the Nation and its people since 1955. The brand has traditionally produced fresh activation concepts over the years, and the year 2015 was no different. To mark its 60th anniversary, the brand conceptualized an exclusive street-style play entitled The Tale of ubai’ which simultaneously told the story of ubai’s formative years and Rainbow. The narrative was described by a wizened old man with a twinkle in his eye. And what was the secret to his youthful demeanor? A cup of Rainbow tea, of course. The Tale of ubai’ gave people the opportunity
to relive the remarkable story of Rainbow and its proud association with the UAE. The Heritage Village in Shindagha provided the perfect backdrop to debut the play. Following the launch, the act continued to delight audience members at the Global Village. To round off the campaign, innovative outdoor advertising was used to great effect. Huge Rainbow cans pouring milk into white, eye-catching teacups were strategically placed at important junctions across the city to bring attention to the brand. The National Day parade was a spectacle comprised of a golden falcon oat that enthralled the watching public, a Rainbow Milk mascot that interacted with the crowd, and a group of passionate Rainbow fans that spread all that Rainbow stood for - pride, nostalgia and a vision that embodied being one of the formidable brands of the UAE. .
BRAND VALUES
Rainbow are passionate about providing their customers consistently with the very best quality product that can be achieved. This passion has ensured that Rainbow has been at the very top of its game for over 60 years and is set to continue in the same way for many more years.
www.rainbowmilk.com
THINGS YOU DIDN’T KNOW ABOUT RAINBOW This year, Rainbow celebrates 60 years of business in the Middle East. l In ainbow started as one of the first multi-national brands introduced to the Arab region. l Rainbow’s biggest markets in the Middle East region include Saudi Arabia, UAE, Oman, Qatar, Kuwait and Bahrain. l The local people have given Rainbow its Arab name: Abu Qus. l
Rainbow is one of the widely popular brands of FrieslandCampina Middle East, the regional subsidiary of the world’s largest dairy cooperative Royal FrieslandCampina. FrieslandCampina is a key player in the Middle East and their products across the Middle East and Africa are tailored to local traditions. Over the years, Rainbow has become a household name in the region, serving generations of food and beverage businesses and consumers daily with its range of dairy products. The Rainbow brand in the Middle East, today, represents highquality products used for tea and coffee whitening, drinking, cooking and sweetening desserts. This year, Rainbow celebrates 60 years of business in the Middle East. Rainbow Evaporated il was one of the first multinational brands to be introduced into the region, in 1955. Rainbow provided the Middle East market with a new choice of packaged dairy products that were convenient, long lasting, tasty and nutritious.
22,000 employees worldwide are dedicated and committed to apply their expertise at every step of the dairy chain. They always strive to achieve higher levels of excellence, displaying consistent levels of innovation and leadership in all that they do. Royal FrieslandCampina serve their customers well to provide good financial returns for their stakeholders. At the same time they maintain a balance among nature, people and their business.
ACHIEVEMENTS
Rainbow Evaporated milk products have been sold in the tin packaging format for easy storage and transportation over long distances. Rainbow’s biggest markets in the Middle East region include Saudi Arabia, UAE, Oman, Qatar, Kuwait and Bahrain. Royal FrieslandCampina reaches millions of people in more than 100 countries around the world with their dairy products. They are fascinated by the importance and benefits of mil and are ready to facilitate their customers to get the most out of it. They have more than 130 years of progressive experience in sustainable dairy production. As a cooperative, they solidly believe in team spirit and are in sync with the win-win formula for ongoing business success. Their 17,000 member farmers and
104
Rainbow Milk has been popular for many years due to its convenience, offering a real health bonus and great refreshing taste. Milk provides a whole range of nutrients that are essential to the growth and development of our bodies without the artificial preservatives or colourings. Consuming products from the ainbow il range can provide a significant proportion of daily nutrient requirements for all age groups. In addition to its contribution to nutrient intake, increased milk consumption has shown to be effective in reducing the risk of numerous health problems. Over the years Rainbow has been the recipient of many awards and accolades but for Rainbow the most important accolade is that its consumers buy it time and time again.
HISTORY
The name riesland ampina re ects the rich history of dairy farming in the Netherlands. Friesland is a region in the north of the Netherlands known for its green meadows, blue skies, many lakes and splendid Frisian dairy herds. Campina is a wooded region of grasslands and meadows in the south of the Netherlands.
Royal FrieslandCampina, the Netherlands-based dairy cooperative, is the result of several mergers and takeovers of dairy cooperatives and factories since the 1870s, most recently the merger of two Dutch dairy companies Friesland Foods and Campina. In ainbow started as one of the first multi-national brands introduced to the Arab region. Rainbow provided people with a new
choice of packaged dairy products that were convenient, long-lasting, tasty and nutritious. Their milk product was sold in a tin that was easy to store and practical to transport over long distances, today we know this product as evaporated milk. Rainbow has always associated itself with the UAE’s ourney of progress and the country’s greatest moments of national pride by creating opportunities for ainbow moments’ every day to lighten and share such moments of joy and pride.
PRODUCT
The Rainbow brand, tailored for the Middle East market, stands for health and taste for the young and old, encompassing a range of long-life dairy products, including ready-to-drink milk, instant milk powder, sweetened condensed milk, and cream. But the most famous product is, of course, the Rainbow Evaporated Milk, which over the last 60 years has diversified to match today lifestyle needs of the iddle East region’s consumers. E amples are the Cardamom variant, and two variants for those see ing specific health benefits ight and Low Cholesterol. Rainbow Evaporated Milk, is made from pure cow’s mil has no preservatives and is sourced directly from riesland ampina’s member farms across Western Europe. Rainbow has won the hearts of dairy lovers in the Middle East for the past 60 years. Rainbow has been a part of every morning, every evening, every family picnic, every drive, every kitchen cupboard, every breakfast table, every comforting moment every friend’s visit every celebration and every season since 1955. This is why the local people have given Rainbow its Arab name: Abu Qus. While some of the products are still being produced at the FrieslandCampina Foods plant in The Netherlands, others are being produced in their plant in Jeddah, Saudi Arabia. This plant is
responsible for the production of Rainbow Milk, which is exported across the Arab region. The plant in Jeddah started its operation in 1975 as Jamjoom Foremost Dairy Ltd, producing long life mil avoured mil yoghurt and fresh cream.
RECENT DEVELOPMENTS
In 2014, FrieslandCampina decided to replace the Rainbow Can with a new Consumer friendly pack “NECKED IN” can, which is a stackable can easy and has a more contemporary look and feel.
PROMOTION Pride Campaign
Rainbow launched its ‘Proud to Be By Your Side Since ’ to celebrate the brand’s historical association with the Nation and its people since 1955. The brand has traditionally produced fresh activation concepts over the years, and the year 2015 was no different. To mark its 60th anniversary, the brand conceptualized an exclusive street-style play entitled The Tale of ubai’ which simultaneously told the story of ubai’s formative years and Rainbow. The narrative was described by a wizened old man with a twinkle in his eye. And what was the secret to his youthful demeanor? A cup of Rainbow tea, of course. The Tale of ubai’ gave people the opportunity
to relive the remarkable story of Rainbow and its proud association with the UAE. The Heritage Village in Shindagha provided the perfect backdrop to debut the play. Following the launch, the act continued to delight audience members at the Global Village. To round off the campaign, innovative outdoor advertising was used to great effect. Huge Rainbow cans pouring milk into white, eye-catching teacups were strategically placed at important junctions across the city to bring attention to the brand. The National Day parade was a spectacle comprised of a golden falcon oat that enthralled the watching public, a Rainbow Milk mascot that interacted with the crowd, and a group of passionate Rainbow fans that spread all that Rainbow stood for - pride, nostalgia and a vision that embodied being one of the formidable brands of the UAE. .
BRAND VALUES
Rainbow are passionate about providing their customers consistently with the very best quality product that can be achieved. This passion has ensured that Rainbow has been at the very top of its game for over 60 years and is set to continue in the same way for many more years.
www.rainbowmilk.com
THINGS YOU DIDN’T KNOW ABOUT RAINBOW This year, Rainbow celebrates 60 years of business in the Middle East. l In ainbow started as one of the first multi-national brands introduced to the Arab region. l Rainbow’s biggest markets in the Middle East region include Saudi Arabia, UAE, Oman, Qatar, Kuwait and Bahrain. l The local people have given Rainbow its Arab name: Abu Qus. l
