So 961 is relaunching apparently (unless it was always there and I never noticed). But here we are - with the mainstream positioning already taken by Almaza, with Beirut Beer on a hit-and-miss mission, 961 had the "anti" positioning left for it for the taking. I mean, being "alternative" is nothing wrong as a positioning especially that 961 Beer prides itself as the original craft beer in Lebanon since 2006 (here).
961 Beer is relaunching with "do you have the code?" (obviously as a wink to the 961 - in case you did not know that is Lebanon's international phone code). Oddly it does remind me very much of the Carolina Herrera 212 VIP ads "are you on the list?" (212 being NY's phone code as well!). Now, the ads obviously target "rebels", but also "passionates" (no, that is not a word but heck it's advertising so anything is allowed), "lovers", "clubbers", "believers"... Look, let me be honest, every time there is an ad that talks to the "alt" category of people I cannot but feel they were inspired by the original ad that started it all in Lebanon - Aizone "Vote" ad (here).
Still, the campaign stands on its own two feet. Knows what part of the market it wants to conquer, so for this alone, it merits respect.