Masafi Co. L.L.C, one of the main beverage brands operating in the Sultanate of Oman and the United Arab Emirates had planned to launch a new branding campaign for Masafi Water using the delivery truck part of their national fleet of vehicles.
Mr Nikhil Desai, the Category Marketing Manager for Masafi Co. worked closely with both the 3M Gulf team in Dubai, and the 3M recommended graphic manufacturer, Joseph Graphics, to interpret the brand campaign and implement on the truck fleet.
In addition to the requirement to have high-resolution digital inkjet printing of the artwork concept onto the materials used, Mr Desai was also very focussed on specifying only the correct materials that would provide a suitable long term durability performance in the region.
Solar damage to external printed graphics can lead to premature colour fading with unsuitable films, as can the abrasive effects of sand erosion and dirt build up, which can all have a negative impact on how the Masafi Water brand would be noticed, remembered and perceived by local customers.
Masafi Water was also aware of the need for a high level of quality in the application of the graphics to the sides of the truck fleet with a great visual finish needed, but also within a practical timeline and cost, as the truck fleet was in constant use.
3M, with Joseph Graphics, recommended 3M™ Controltac™ Graphic Films series IJ180-10, printed to a consistent specification and overlaminated with a special matte wear-resistant layer and all warranted by 3M. The use of the Controltac™ positionable asdhesive system also helped a speedy and top quality solution for the brand.