The company was founded in 1998 and began trading by supplying large tenders to the Iraqi and Libyan markets as well as serving the local markets.Within a few years the company secured the rights to manufacture Coroli - one of the longest established and leading brands in the Region. The relationship between ADVOC and Coroli was the catalyst for further growth and this culminated in ADVOC acquiring the Coroli brand and MENA operations of Cebag Middle East LLC (the previous brand owners of Coroli) in 2004. Cebag Middle East LLC is now a subsidiary company of ADVOC.