Almaza goes back to Almaza: Fta7oulé Reji3
By Admin I: So it’s seems like Almaza finally got back to its senses! Those guys are sober again after a drunk phase sponsored by Lebanese Brew, their only local competitor. The two beers cater to immensely different audiences, a point that Almaza failed to acknowledge at first, and tried to adapt to LB’s young, daring and westernized marketing tools.
‘Fta7oulé Reji3’ is the new summer campaign by Almaza, evolving around Lebanese insights and short stories, authentic, true and funny (in the most part). The campaign is definitely smart, even if featuring insights the way they are feels a bit flat, but that’s in the end a personal opinion. A well shot video, well scripted and art directed starting from an interesting play on word between (fta7 Almaza, and fta7 el beb). The best feature of this campaign is definitely the series of lines saying “Naji reji3” and so on, simply because it depicts a very Lebanese idea brought back from the post-war memories, you know, the walls sprayed with the same slogan.
This year, drink for your friends and bring them back to Lebanon.
Because wherever they are in the world, nothing feels better than coming back home.
On another note, a debate was going on the brand’s facebook page, claiming that the idea was proposed to Almaza by another agency, stolen and revamped, a cat-fight indeed that was deleted later on (you’re lucky we couldn’t find evidence!).
Good job for Almaza, initiating a positive summer season, using the right timing, the right umbrella and the right approach to talk to a very loyal audience. ‘Hayda Jawkun”, stick to it, it’s the only way you can remain original and truthful.