On the latest episode of Campaign Middle East’s On The Record podcast, Jacqueline Elboghdadi, Chief Marketing Officer, ADNOC Distribution reveals exclusive details about the comprehensive re-launch of its iconic ADNOC Oasis fuel and convenience retailer brand to ‘Oasis by ADNOC.’
Reiterating the iconic Emirati brand’s 50 years of heritage in the UAE, Elboghdadi dives into the brand’s values, brand philosophy, the growing sentiment of brand love and loyalty – all rooted in an incredibly strong product.
Known as one of the region’s most-loved coffee destinations, ADNOC Oasis now rebrands to Oasis by ADNOC – a subtle, yet distinct change – which embodies its premium ‘On-the-Gourmet’ concept, featuring elevated and highly personalised F&B offerings across 380 UAE locations – with something special sold to travellers at each of the specific locations.
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The brand refresh comes amid strong momentum in ADNOC Distribution’s non-fuel retail (NFR) business. In the first half (H1) 2025, NFR gross profit increased by 15 per cent, daily non-fuel transactions rose by 11 per cent, and convenience store gross profit grew by 21 per cent, driven by higher transaction volumes, improved conversion rates and an expanded product range.
In conversation with Campaign Middle East, Elboghdadi says, “ADNOC Distribution is often perceived than a fuel station. Our growth strategy aims to double down on our non-fuel retail business. We are future-proofing the business and our non-future retail consumer propositions, of which Oasis by ADNOC is one of the biggest.”
Revealing ADNOC Distribution’s target to increase its NFR transactions by 50 per cent between 2024 and 2028, Elboghdadi also highlighted the brand’s commitments to expanding its EV charging network and growing other non-fuel areas of the business, including car wash and the ADNOC Voyager lubricant line.
“Having a great F&B proposition along with a great fuel and convenience retail brand, which is widespread across 380 locations in this beautiful nation, and fuelling its growth further fits well into that growth strategy that we have,” Elboghdadi adds. “We have a business in Egypt as part of a joint venture with TotalEnergies. We have business in Saudi Arabia, which is growing in terms of the number of fuel stations as well as our non-fuel retail strategy.”
Known for its homegrown, authentic coffee, Oasis by ADNOC is also leaning into customer feedback on this specific product. A recent survey in the UAE showcased that 81 per cent of respondents rated ADNOC Oasis’ coffee as the best in the UAE
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Taking the conversation beyond brand and business outcomes, Elboghdadi also explains the impact that Oasis by ADNOC is having on people, the society, and local and regional communities.
“When you speak to consumers who have interacted with the brand, they immediately share how they not only feel deeply connected to the brand, but also with its heritage. They share stories from their childhood about how they went to the ADNOC Tower on the UAE National Day weekend, or how they’ve taken pictures to remember a quick refuelling trip. Others share stories about how Oasis was a memorable pit stop on the way to a family staycation or a camping trip” she says.
She adds, “Oasis by ADNOC promises that on your way to a great memory, you won’t be served merely convenience. Oasis by ADNOC is going to add to that journey by making it really enjoyable and memorable. You’re not going to stop for fuel and just get a simple cup of coffee to keep you awake; you’re going to be served the best coffee in the UAE. You won’t have to disrupt your journey or go out of your way to get the best gourmet food offerings nor will you have to compromise on your cravings.”
This is why the refreshed brand is more than just a logo or some colours – it’s deeply rooted in the philosophy of the brand.
Elboghdadi adds, “We remind existing customers about the emotional connect they already have to the brand, and when we speak to new customers, it’s showing them how Oasis by ADNOC is a premium part of their every day lives. What we’re really trying to do is to celebrate Oasis by ADNOC being a UAE-based, Emirati brand.”
Through the conversation, Elboghdadi also discusses how the brand is leaning into advanced analytics, machine learning (ML)- and artificial intelligence (AI)-driven insights on consumer preferences, and how Oasis by ADNOC is offering personalised, geo-targeted solutions for consumers at specific locations across the UAE.
For more details from the highly insightful conversation, watch the full video above.
CREDITS:
Guest: Jacqueline Elboghdadi, Chief Marketing Officer, ADNOC Distribution
Host: Anup Oommen, Editor, Campaign Middle East
Production: Surajit Dutta, Content Production Manager, Motivate Media Group
Videography: Mark Mathew, Creative Content Producer, Motivate Media Group
Studio: Ahmed Abdelwahab, Studio Manager, Motivate Media Group
Editing: John Melencion, Content Producer, Motivate Media Group
