In a fresh move to promote healthy lifestyles and better hydration habits, popular bottled water brand TaZa has introduced a brand mascot named Fenkoe — a playful and energetic character aimed at connecting with children and families across the Maldives.
The mascot was officially revealed on Saturday through the social media platforms of Island Beverages Maldives (IBM), the company behind the TaZa brand. Fenkoe, designed with an upbeat and whimsical flair, will feature prominently in school visits, local festivals, and wellness campaigns in the months ahead.
“Fenkoe represents more than just fun — he’s a symbol of wellness and inclusivity,” said Mohamed Jinan Jaleel, Managing Director of IBM. “Through Fenkoe, we’re bringing a vibrant personality to the TaZa brand while reminding families of the importance of daily hydration.”
The new mascot’s design is inspired by the flow and purity of rainwater — reflecting the core values of the TaZa brand: vitality, purity, and a connection to nature. IBM noted that the initiative is part of the company’s broader mission to engage the public through education, awareness, and sustainability.
Fenkoe’s debut aligns with IBM’s growing efforts in community engagement, particularly through its TaZa Veshi initiative — which advocates for environmentally friendly packaging and responsible consumption.
Island Beverages Maldives, established in 2002 as a joint venture between Malé Water and Sewerage Company (MWSC) and Champa Brothers Pvt Ltd., has built a strong presence across the country with its bottled water products. In recent years, the company has also increased its focus on corporate social responsibility and environmental stewardship.
By introducing Fenkoe, TaZa hopes to deepen its connection with younger generations, making hydration education more relatable and enjoyable — while continuing to deliver on its promise of clean, accessible water for all.
