Almaza - a good ad that fits no strategy

Photo credit - Mohamad Haidar

After the atrocity that their summer campaign was (here) almaza had a very decent follow up for their light version which is an excellent copy that is the equivalent of "I don't want to impose" except in Arabic it goes "don't want to spread my weight" which obviously a nice gimmick on their lack of calories and all. Is the ad good? Yes. Does it announce a turn for newer and better ads? No. Why is that so? Because every is done without a backbone of a strategy. It is just a mix and match or rather mix and mismatch. Almaza used to be - back when they were with Intermarkets - very clear in their tone of voice, visuals and messaging. Interestingly the same creative who was back with Intermarkets is now doing the new ads, yet somehow, the spark seems to be gone. It is very hit and miss. More miss than hit to be honest.