Action PR Cyprus handles camel milk launch in UAE

Emirates Industry for Camel Milk and Products (EICMP) has appointed Action PR in Dubai, member of the Cyprus-based Action Global Communications, to co-ordinate the launch of its first camel milk product, Camelicious, in the UAE market. The initial launch was in September and Action PR has since launched two flavours — date and saffron.

Traditionally a staple of the bedouins throughout the Middle East, research conducted by EICMP on the benefits of camel milk revealed it had less than half the fat of cow milk, and that drinking half a litre a day provided the recommended daily requirement of Vitamin C and it was rich in natural vitamins and minerals.

Leading scientists at Dubai’s Central Veterinary Research Laboratory discovered camel milk boosted the overall immune system and was the closest thing to a human mother’s milk. At the same time Camelicious is ideal for people with allergies or lactose intolerance, aids cardio-vascular functioning and can help lower cholesterol. Camel milk has also traditionally been used by women for its anti-ageing and beauty benefits due to its natural healing properties.

“EICMP entered the market softly with the launch of Camelicious in September, and our initial brand strategy has been primarily based on creating awareness amongst the local Emiratis in Dubai,” explained Kelly Smith, Account Director at Action PR Dubai.

“We conducted a sampling campaign amongst Arabic media, to combat the misperception that drinking camel milk made you sick. This may have been true in the days of milking camels in the wild and drinking warm milk, however EICMP has built a state-of-the-art milk production facility based in Dubai, which operates to the most stringent EU health and hygiene regulations”.

“The results and feedback from the media were very favourable, and led to positive local coverage. Since then, we’ve concentrated on the health, well-being and beauty benefits of Camelicious to generate further media coverage. Next steps in the campaign will be to expand consumer media coverage for the brand as the fledgling production facility ramps up its production capacity”.

“Our next target audience is the expatriate community in the UAE,” continues Smith, “They are fascinated by the incredible health benefits of Camelicious and are more than willing to give it a try.”