What if your daily bottle of water wasn’t just about hydration, but about rewriting the rules of consumer culture? Enter The Code, the region’s first-ever natural mineral water brand with an advertising twist, and it’s here to shake things up.
At first glance, The Code looks like a sleek carton of premium Italian mineral water. But scan the QR code printed on its packaging, and you unlock something entirely new: an advertising platform designed to put value back into the hands of consumers.
Here’s how it works: rather than overpaying for essentials, consumers get premium water for just AED 1 – a price made possible by sponsor brands who cover the cost in exchange for visibility on The Code’s platform. The more you scan, the more you engage, and the more affordable life becomes.
“The Code isn’t just water – it’s a revolution,” says Sasha Marshilian, Founder of The Code. “We wanted to flip the script on overpriced essentials and create a model where everyone wins, consumers get quality and affordability, and brands get impact and visibility. Water is just the beginning.”
More than just a drink because it is sourced from Italy’s natural mineral springs, it comes in eco-conscious cartons, and it is backed by an advertiser-funded model that turns every sip into a moment of engagement, connection, and purpose.
Currently, The Code launched across Talabat, ENOC and Careem with major expansion plans on the way.
In an era when sustainability and accessibility are no longer optional, The Code makes a powerful promise: better essentials, fairer prices, and conscious living – all powered by a new kind of advertising. The Code has plans to include other plans, so water is just the beginning.
