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For years and years, no make that decades and decades, Boulos hammered us - as consumers - as "zeit Boulos". Boulos oil - extra virgin olive oil. I am not here to debate the quality of their product but you can't stick around in the market that long (apparently 60 years) without proving how good you are.
Actually, for a short while they even went "hip" when Basketball player Boulos Bechara was playing for the Sagesse team in 1999 and won the Asia Champions Cup which presenter Tony Baroud called "Boulos Boulos Boulos" due to his 3-pointers, even them signed Zeit Boulos Boulos Boulos to get on the hype.
On the whole though they played it conservative. Advertising their product eventually coming up with the "iza de2et 3le2et" line (if you taste it, you're stuck), a local expression about tasting anything well-made.
Now Boulos are trying to expand. Their ad literally says "not just oil, but the whole mouneh of the house". Mouneh is a Lebanese term of all edibles people used to prepare before the advent of winter and stock them up in the coldest room in the house to sustain them through the winter months.
For Boulos, this is a double-edge sword, on the one hand the reach between olive oil and other homemade products is not a stretch, on the other, it has built its identity around the oil (I think at one point the whole company's name was zeit Boulos but I stand corrected) that it might be difficult to get the consumer to think of them as anything else.
It reminds me of Mentos a bit. Mentos was definitely build around the mint flavor, but the success let them to do a "strawberry" flavor... Which seemed odd as a name.
Boulos is certainly trying to expand its "homemade" line, so here's hoping the consumers are ready to think of it more than just oil.