Fi Masafi?

Masafi has done it again: another brave marketing move that simply provokes admiration: it's rebranded and brilliantly, too. Cleaner, fresher logo colours, smarter packaging, lighter and 'bluer' boxes and bottletops.

Sadly, the website at the time of writing still carried the old brand, so I can't simply share the digital delights of the new Masafi - undoubtedly the leading bottled water brand in the Emirates where bottled water is consumed in vast quantities and at incredible prices - a 1.5 litre bottle of Masafi still costs less than 20 cents.

What's impressive about the Masafi rebrand is that the company had no need to rebrand at all: there was no new challenger brand, no major change in the market. Its series of fruit juices had just been launched, a run of flavoured water products just rolled out: the core brand was as safe as houses. Brilliant, really.

During my brief time joining the evil Tim Burrowes on Dubai Eye Radio's weekly media chucklefest The Editors, we talked to Masafi marketing man Tarek Megahead. Tim chatted away to him, pronouncing his name 'MegaHead' as in MegaTop or MegaByte.

During a break, the poor man implored Tim: 'It's pronounced Me Garhed, not MegaHead!'

Bucket, bouquet. Whatever. One of Dubai's few deserved MegaHeads!