To navigate the intersection of tradition and modernity, aiming to reposition camel milk in the minds of consumers.

Strategic Objectives & Goals

Engaging Storytelling

Build on compelling narratives that intertwined the rich heritage of camel milk with modern lifestyles, appealing to both traditional consumers and a younger, health-conscious demographic.

Health Benefit Emphasis

Aligned traditional beliefs about camel milk’s health properties with contemporary health trends, highlighting benefits such as its rich nutrient profile and suitability for lactose-intolerant individuals.

Cultural Insight Integration

Understand the historical and cultural significance of camel milk, understanding its role in Emirati heritage and its evolving perception among urban consumers.

Social Media Management

Managed Camelicious’s social media channels, fostering community engagement and facilitating conversations around camel milk’s benefits and heritage.

Promotional Campaigns

Executed targeted campaigns during cultural events, festivals, and health awareness months, maximizing reach and resonance with diverse audience segments.

Event and Stand Participation

Designed and managed branded stands at high-traffic cultural festivals, trade shows, and health expos across the UAE. These activations allowed for direct consumer engagement, sampling, and education, strengthening Camelicious’s presence and emotional connection with local communities.

Brand Revitalization

Developed a refreshed brand messaging system that honored the traditional roots of camel milk while appealing to modern audience, ensuring consistency across all platforms.

The Work

"They didn’t just market our product—they understood its soul. The way they aligned Camelicious with our cultural values and traditions, while giving it a fresh, modern voice, was truly unique. It’s rare to find partners who can honor heritage and innovate at the same time"

- Sana Labibi

Marketing Manager

Abou Arab Sweets

Global Expansion