Unique Masafi ‘Thank You' Auction for Precious Water Bottle Concludes

• Masafi ‘Thank You' campaign in partnership with Dubai Cares scores big with standard 1.5 Litre Water Bottle selling for a staggering at 10,000 AED
• Online Auction/donation net a total of 32,507 AED to benefit the Masafi, Dubai Cares Joint ‘Thank you' Fundraising campaign.

Dubai, UAE – July 1st, 2013: Masafi – one of the region's leading FMCG brands – and the UAE-based philanthropic organization, Dubai Cares, have announced the successful conclusion of their unique Online Charity Auction event. The event ran for three months as an integral part of the innovative ‘Thank You' fundraising campaign that Masafi has been spearheading to support the development of quality primary education in developed countries.

Under the online auctioneer's hammer was a 1.5 Litre standard size Bottle of Masafi natural mineral water. This was the first-of-its-kind online philanthropic auction for an everyday bottle of natural mineral water – and achieved a final sale price of 10,000 UAE Dirhams. The highest bid for the bottle of Masafi came from Mr. Tony Youssef, Founder and CEO of Ecocube FZE LLC.

Explaining his charitable gesture, Tony Youssef said: “I am delighted to be the highest bidder and the new owner of one of the most precious bottles of water. The news could not have come at a better time, particularly as we approach the Holy month of Ramadan and the season of giving. The ‘Thank You' Campaign has given me an opportunity to make a real difference to the lives of children through this excellent Masafi and Dubai Cares partnership which in my eyes has been a winning combination and a very successful campaign.”

The ‘Thank You' campaign benefitted not only from the auction itself but from the part of the proceeds of the sale of large and small Masafi water bottles - which were sold nationwide and all carry the logo of Dubai Cares and the message “On behalf of all the children you're helping, Thank You”.  

Commenting about the hugely successful partnership and innovative auction fund raising event Mr. Reginald Randall, CEO of Masafi, said: “Masafi is extremely proud to have been the driver behind this first of its kind auction campaign held for such a noble cause. On behalf of all the children that will benefit from these funds, I would like to say Thank You to each and every one that contributed and for the continuing support weak link) and partnership we have with Dubai Cares.”

“At Masafi, we are well aware of how precious water is to the community in the UAE and the region, and we are more than happy to have found that the wider public of the UAE and the region share these values and were ready to show it through a noble act of contributing through the online auction or choosing Masafi in the supermarket.”

The online auction ran from April 11 till June 30, 2013, bidders and donors could log on to www.mostpreciouswater.com to place their bids for the bottle which is estimated to be the most precious and valuable regular mineral water bottle in the world.

Those who were outbid in the auction were given the option of donating the bid amount to Dubai Cares through the auction site. In addition to the actual sale price of the bottle of xx,xxx AED, the auction in total has raised a total of xx,xxx AED which will help fund primary education in developing countries.