Ksarak - smart idea for a questionable execution

Ksarak, yes, we have not seen that one for a long time. But it is here. And kicking indeed. Now Mink graced us with a new ad for the - legendary - Arak brand (which obviously comes from Ksara - incredible name mind you). The idea is simple, you can cheer on the world cup using Arak - instead of the customary "unbranded" alternative (Almaza bottle we see you even without the tag on). Also whereas this does not play into the forbidden comparative ad in the Lebanese law, because comparing Arak to beer is literally apples to oranges - this is basically the failure of the ad, that it went cheap comparing beer to a much more noble drink such as Arak. The original idea that yes, you can drink Arak with its accoutrements to cheer on the World Cup is very smart, why they had to compare it is beyond logic. Also "cheer for your country" is so much on the nose, come on, whatever happened to smart lines? (Mind you this is not even a double-entendre, because Lebanon did not make it to the World Cup). See the ad here.

Mink and Valentine's: Will the real Mink stand up please?

That I am a fan of Mink is no secret. They landed on my best yearly ads several years - no mean feat I can assure you. Their classic Ksara ad for 2023 is mind-blowing (here).  Which brings us to this underwhelming series for Valentine's this year. Apart from "single and ready to minkle" (which is passable) the rest are - sadly - too below their usual standards (and mind you, it pains me to say it). Nothing works, either they are too forced, or too plain, or too "meh", or too McCafe-already-did-that-just-two-months-ago (here). Which is surprising coming from a team which kept churning hit after hit after hit. Ah well, on to the next, no point getting stuck in a bunch that was really, well, did not work at all. Let's see what's down the line and forget this flop.

Ksara - Independence Day

Yes, yes, it fell through the cracks yesterday but this is an Independence Day worth mentioning for the concept above all else (execution is minimal which I do not mind). So here we are: "It it very possible that, in 1945, independence was toasted with a glass of Chateau Ksara" - include a fez in the photo and you're home safe. Interestingly, this reminded me of a (very very) old Benetton ad "si en l'an 1 Benetton existait, les rois mages n'auraient pas hesite" (if in year 1, Benetton existed, the three wise kings would not have hesitated). But as I always say, this is a different story for a different day. Ksara almost never disappoints!

Ksara - personalized label bottle (again)

Well, it worked for Mother's Day (here), so why not a pre-Christmas redux? Ksara is on it again - create your own label for your bottle. According to their own words: "Our bottles can now speak your language! With your own custom label design, each bottle becomes a reflection of your creativity. Place your order now on our website." So here we are again, perhaps a keepsake, or a special gift, or just a way to bottle your souvenirs (no pun!). Whatever it is, this must have worked earlier and Ksara is warming the cover again. 

Ksara Reserve du Couvent - yes, but why?

First see the ad here.

The Ksara ad stars George Chalhoub and Lea Bou Chaaya. Shot at the Chateau Ksara - fine, at least there is production value, I admit. But, all I could ask is "why?" - if it is about comparing the wine to the woman, the innuendo has been done thousands of times, if it is about using a great talent like George Chalhoub well it is a missed opportunity. Pity am trying to salvage anything from the ad but failing specifically that it comes the company that gave us so many hits in a row!

Pity, am still trying get - why?

Ksara comes out swinging

One of things I am loving about the ads coming out these days, is that most of them are actually not even trying to sell me anything. The majority of them are being tactful, respectful and just showing support - much needed support to the Lebanese in this time of crisis. Ksara is the last entrant in this proud category with a copy for the ages, which is very connected to who they are and what they do. The gist of it? "This is our land, here with every new dawn new dreams are born, (dreams that) neither the winds would kill nor time would disappoint, we won't leave this land, neither the land would leave us". This ladies and gentlemen is the way to do it - proud, entrenched, with the head high. See the ad here.

Chateau Ksara - plot twist: Screw caps

File under - why-didn't-they-think-about-it-sooner... Ksara is now offering screw cap opening! Granted Gris de Gris is not their top of line or anything, but when you are on the beach, do you really want a top-notch wine as the taste mingles with either sea salt or pool chlore additives? But still, the idea is not without merit because honestly, do you go to the sea with a wine-bottle opener? I guess not - so voila, full marks.... 

Chateau Ksara goes Valentine's Day!

Ah yes, what's with everything happening in Lebanon Valentine's Day is really not on the foreground. Still, here we are, the day that everyone used to throw their two cents in as advertisers (basically just adding a heart to their product!) is now as silent as - any other day mind you. Which makes the effort from Ksara even more worthy and visible considering it is - gasp - subtle... Yes, it's at the bottom of the bottles! OK, the copy could have been done without truth be told (to hear this from a copywriter is a lot I know, but even I know when to shut up - simply because the visual says it all!). Considering they earned the best ad of 2022 in my book (here) that's a good start for the brand for 2023.

Chateau Ksara uncorks 2023 with the help of Mink

See what I did here?

Other than that? No words! Full ace! Probably the best ad of the year, Mink saved the best for last.... Glorious indeed!