Sultan Bakery jabs Sande with a good one

Original credit here

Remember Sande? (here). Supposedly the talk of the town in terms of teaser-revealer - at least according to those who created the ad (here). But then as the proverb goes in Lebanese "no one is going to say that their oil is muddy". But interestingly, Sultan Bakery (Khebz el Sultan) a very popular joint in Lebanon, has had the interesting point of view of criticizing Sande where it hurts the most - the freshness angle. Their take? "sa badna taza" (we need freshly backed goods) because yes, this is what Sultan Bakery does, it bakes its products daily. Lovely of course that they used the same typography as Sande all while showing how their croissants look from the inside in an appetizing way.

Sande - the teaser/revealer we did not need.

Image credit Reva Berbari

Some say it was a stroke of genius. Others - OK fine, just me - are tired of corny teaser/revealer ads. People we are no longer in the 80s for heaven's sake. But hey, it seems brands love it (for a mysterious reason!). So here we are: Sande. The name is beautiful to be clear, the packaging much less so. Sande means some sort of a back up, or someone to have your back. And it is a very fitting name for croissant, chocolate cream pie, cheese sandwich or anything else you have as a filler (the name of the brand is byte apparently and they have been in the market for more than a year but sales were very sluggish). Now, here's the question: if they did a regular ad without teaser/revealer would they have had the same impact? I personally think they would have, the line is strong enough to have carried the ad without paying for 2 ads at once.