"For the virtuous month only accept the best" - says the Al Wadi Al Akhdar ad with an appetizing image of an aubergine to indicate their baba ghannouj (excellent) product. The problem? The aubergine has become in emoji language as a substitute to the male organ. Which, in an ad speaking about Ramadan is the metaphoric equivalent of shooting yourself in the foot! Now do women purchasing the product know the analogy? Most or the quasi majority do not. Did Al Wadi know it? (and considering their marketing manager is a very capable woman) The answer is obviously no.
But, the harm has been done! Many of us are now smirking under our cape or getting annoyed to the mixing of two unmixable things (Ramadan and the "aubergine"). But like it or not, we live in a digital world, with its new codes and signifies and the aster brands adapt, the better it is!
