Dairy Khoury rides the protein wave

I must start this post with a confession - the 2 courses in nutrition I attended at University? I barely passed them. Nutrition did not mean a great deal to me. Yet, I know the market is flooded with protein this and protein that etc...It's the latest fad. Which brings Dairy Khoury to ride the wave of it all. "Looks like dessert, acts like protein" now, it seems their Greek yoghourt has 8.6 grams of protein per 100 grams. Now here's the trick cow's mink has 3.4 grams of protein per 100. So comparatively it is high. But compared to other dairy items it is on the low side. So basically, what they did is give selective information. Oh well.

Khoury Greek Yoghurt - from simple to football

So just very very lately there was a Khoury Greek Yoghurt ad. Then boom, suddenly it became a Khoury Greek Yoghurt dipped in World Cup sauce. German Precision? Well, with apparently the jersey having 5 stars instead of four (as discovered by Anthony Raad (here) - who also took the photo whereas I took the original one myself) apparently precision is not the epithet we are looking for here. What is interesting is that only few days ago, the ad was - well - a "normal" ad. But there you go, if "we week is a long time in politics" as Harold Wilson famously said, in advertising and marketing it is a century.

Dairy Khoury cruises to Ramadan

"Greek youghourt in festive dates" - how clearer can one be? Well OK 13 Grams of protein if you want to know. Dairy Khoury plays the Ramadan card boldly and unapologetically. and makes it known that it is not playing games. Interestingly, even if the ad says a lot (brand name, selling line, headline, protein content, without counting the graphics) it did stay true to its core message. As I said earlier single-minded ads are very few and in-between these days as everyone tries to ship several distinct messages in the same ad.