Puidor is - launching (and I stand corrected) - its molasses. Well, originally in the ketchup category, jumping to molasses is a small step - and in case anyone does not want the fancy English version we are talking about "debs el remmen" - which, no surprises there is based on pomegranate (somehow Armenia's symbol).
Puidor comes out with the slogan "the richest one in pomegranate" (in terms of concentration? Percentage? to be honest not sure how to substantiate the line). But again, if the purpose of any ad is to stand out from the crowd, this one does so - without being tacky.