Tuesday, July 12, 2011
Double A Named Superbrands 2011
UAE’s first Superbrand in the paper and stationery category
Dubai, 12 July, 2011 –Premium quality paper Double A joins the exclusive rank of UAE’s
strongest and finest brands after being conferred the Superbrands 2011 award, UAE’s very first
Superbrand under the paper and stationery category following the strict selection process of the
Double A is one of the 58 chosen brands in UAE out of the 1, 341 shortlisted brands reviewed
based from the results of an independent research carried out by Superbrands Council and
voted by 2,500 marketing professionals.
Mr. Mike English, Director Superbrands Middle East, awarded the crystal trophy to Mr.
Thirawit Leetavorn, Double A’s senior executive vice president during the Superbrands Tribute
Event held last night in Intercontinental Dubai Festival City. Also present during the awarding
ceremony was Mr. Sanjay Chanana, General Manager for Double A in the UAE & GCC.
Mr. Leetavorn said “To be awarded the Superbrand title and the opportunity to be identified
with the UAE’s top brands is such a great honor. Thanks to our UAE consumers who have
accepted our brand with open arms since the very beginning when we launched our very first
campaign, “Squeeze” TV commercial in 2007. This award will serve as an inspiration for us to
strive even further for product excellence and consumer satisfaction”.
As the epitome of quality, Double A’s exceptional performance as a “No Jam, No Stress” paper,
overall market acceptance and brand loyalty have surpassed those of all other competitors.
In UAE, Double A is well appreciated and well regarded as a high quality paper. The brand has
been providing satisfaction among UAE consumers since years and is continuously striving to
maintain this level of consumer satisfaction.
Prior to achieving the Superbrand status, Double A has won several awards and recognitions
in the UAE market. In 2007 Double A received the Gold Award in the Dubai Lynx Awards,
followed by a Bronze Award from the same award giving body in 2008 for Double A’s “Choke”
TVC. A commitment to its emphasis and march towards marketing excellence and branding
In line with Double A’s consistent branding activities, Mr. Leetavorn added “We have launched
last week in UAE our new “Transforming Paper” TV commercial as part of our international
partnership with Paramount Pictures for the movie Transformers 3. The commercial, directed
by Michael Bay, will further our No Jam No Stress position. UAE consumers should watch out
UAE Superbrands is Double A’s second Superbrands Award. In 2010 Double A has been
granted the same distinction in Thailand.
Double A is a global leader in premium copy paper and is one of the most advanced fully integrated pulp and paper
manufacturers in the world. Double A produces high performance, super smooth Double A paper which is available
in more than 120 countries worldwide. Double A does not cut any tree from the natural forest. Instead, it encourages
1.5 million contract farmers in Thailand to plant ‘Double A paper trees’ on the edge of their paddy field (Double A
Paper from KHAN-NA). Double A’s pulp and paper production practices set an industry benchmark in environmental
responsibility. Double A’s unique Farmed Trees initiative save precious old growth forests from logging. Trees are
planted in open areas between and around rice fields and other crops, thereby maintaining the natural biodiversity.
For more information about Double A visit www.doubleapaper.com.ae