Bonjus x Phat2 - what is old is new again.

All right, this dates back to 2018, yet Bonjus is pushing this as sponsored content now. I guess they went back to their archive and saw what worked and wanted it on display once more, because, why not? The ice cream line up is still the same, Phat2 is still very talented, and the ad revolves around the eternal adolescent "everything is refused/not allowed"  or "refused/not allowed only on your turn" as sprayed in Arabic by Phat2. The only thing they can decide? Well, ice cream! Though the scenario does seem a bit far-fetched, perhaps the logic that sometimes youngsters don't get to take their decisions. So ice cream is a good way to leverage their opinion.

Bonjus is... Cool.

Bonjus seems to be, well, cool. Of course when one thinks Bonjus perhaps the pyramid juice box that comes to your mind, but the empire is much broader than that, it includes juices in several sizes and packaging and a whole division for ice cream. A long long time ago (no, in a galaxy far far away :) ) there was a "Bonjus lick" - لحسة بونجوس - campaign for the ice cream part which was such a total disaster. But hey, let us leave that in the past. Today, as I said, or rather as they said, Bonjus is cool and goes all out on a major campaign everywhere. The idea is simple, you put "since (date of birth of the person in the ad)". Works like a charm. But there is even an Easter egg everyone missed, the ad that said "Cool since 1962" - is actually the real date of the creation of Bonjus. So that was done with a very smart wink to history. But one that might have gone amiss. Refreshing indeed. Or actually? Just downright cool.

Bonjus/Tony Maalouf nail the mood of Lebanon's summer

And sometimes it just works! You can turn it, flip it, analyze it, dissect it, etc.... The end result is something you identify with. Oh that's amo Kamil/Bahij/Hussein's store or this is when tante Latife gave me the money, or when I was with Toni/Siham/Anis... OK seems the shop is actually the very very famous Lebanese ice cream maker Hanna Mitri in Achrafieh. But Tony Malouf still nails the mood of Beirut and its scorching summer in his illustration.... Pleasure inside indeed.

Bonjus does the #DollyPartonChallenge

So Bonjus did the #dollypartonchallenge (which is about which photo to put on which social media - linkedin, Facebook, instagram, and Tinder). How could this tie to the core brand message is beyond me. But it's a fad so brands will be on it. Still, I find it odd how much brands are relying on hypes and events as opposed to having a clear message to stick to.