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Sidi Ali: when a mineral water brand becomes a citizen brand

Sidi Ali, a very popular brand of mineral water in Morocco, has just released a limited edition of 9 bottles showcasing iconic places in Morocco, designed by six young and talented local artists.

Photo credit: advertisement in Tel Quel magazine

Sidi Ali is part of a family-owned group, Les Eaux Minérales d’Oulmès, managed by Miriem Bensalah-Chaqroun, one of the most famous female leaders in Morocco.

Sidi Ali is more than 40 years-old and is deeply rooted in the Moroccan culture. With this limited edition called “Bled el Fen”, the brand wants to prove once again that it is an essential player of the Moroccan culture.

The collection is only available for on-the-go formats in 33cl, and is strategically launched before summer. As Morocco is a popular destination for tourists in summer, this new collection of Sidi Ali clearly aims to celebrate Morocco, its historical and cultural heritage, and its exceptional environmental diversity.

Why is it inspiring?

Sidi Ali, as a popular and historical local brand, positions itself as a cultural player and promoter of the Moroccan culture for tourists and travelers. Promoting Morocco and its culture is part of the DNA of the group Les Eaux Minérales d’Oulmès which is already an historical sponsor of the Rallye Aïcha des Gazelles, the only all women’s off-road rally raid.

Morocco is thinking about implementing a national label “Made in Morocco” to promote its local industry and its products overseas. This limited edition seems to be a first step towards such a label.

For tourists, Morocco is particularly known for its imperial cities, Fez, Meknes, Marrakech and Rabat and its Sahara Desert. On purpose, the nine Sidi Ali bottles showcase a different version of Morocco, putting the emphasis on less well-known places such as Assilah, Dakhla, Essaouira, Jbel Toubkal, etc.

Take-outs for brands

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Culture is not the exclusive domain of the luxury sector. It can be pre-empted by FMCG brands, in particular historical and popular brands, such as mineral water brands that usually belong to the national heritage.

Promoting young and up-and-coming artists, instead of well-established artists, is a nice stance. It is part of the spirit of the campaign: promote less known sightseeing places while encouraging the emergent local cultural scene.

Sidi Ali becomes a “citizen brand”, not only promoting the Moroccan culture but Morocco as an attractive country.