Saturday, June 5, 2021

Tola (re)enters the Lebanese market

So ads are creeping back to Beirut. Sure, not in the same frequency that was prior to October 2019 and the start of the "thawra" but there is a palpable improvement. Take Tola - the Nestle chocolate "produced in Lebanon" with the cute line "el 7elo byerkhaslak" (which means "we'd drop the price of what's sweet just for you" - a riff on a local expression). Now here's what's interesting, this is not the first time Tola enters the Lebanese market. At the time it was owned by Rowntree's before the whole company got bought by Nestle (including Kit Kat and Lion Bar - their star products). Don't believe me? How about this artistic treatment below of the original mid-80s ad?

Artwork by Tarek Chemaly