Almaza - Al Rifai team up brings it back full circle.

Many of you are too young to remember that when Al Rifai was first "launched" professionally - we are talking late 80s, its first selling line was "drives you nuts". And it continued using it for a long long time. Which means that this Almaza - Al Rifai one-time combo is basically bringing it 360 - or full circle.

Interestingly, "drives you nuts" was one of the first waves of selling lines (as opposed to slogans) following the lovely "plante la joie" of Exotica. Which means that at the time, few brands actually had "signatures" and it was basically introduced bit by bit into the market.

As a side note the ad above is as cheesy as a fondue.

Beirut Beer finally a grown-up positioning

Way back in 2017 I wished Beirut Beer would... just grow out of the shadow of Almaza (here). In 2022 it almost did (here). Could 2023 bring us the shift the Beirut Beer actually deserves? Apparently there is hope.

Their latest ad, again in Dora, which is literally a stone's throw from the Almaza factory marks a serious move. A grown-up one. How so? It goes in Arabic "ma bada 7aki" - which means "it needs no talking" but figuratively "it goes without saying". But as De Gaulle said "it goes without saying, but it goes better saying it" so did Beirut Beer. By "not saying anything" they finally said a lot, a lot that is not related to their main competitor, and words (or lack of thereof) that actually make the brand suddenly... have its own positioning, its own legs and its own "pair".

How tis will go further into the future I know not, but I do see it as a major selling line proposition (caugh, ahem!) whereby this will become the solid signature of the brand, a brand which sadly stayed too long in the shadows.

Adidas "Impossible is nothing" goes Arabic (AMENDED)

That could easily have been on top of my list of selling lines to transpose into Arabic. Adidas beautiful line "impossible in nothing". Actually I just saw that someone did the job already - "I have nothing impossible" with the Arabic S mimicking the Adidas logo. A commendable effort for sure, yet, to be honest it leaves me wanting more. Why? Because it basically say "nothing is impossible" instead of "impossible is nothing" which is unfortunate as it takes away the powerful gimmick of the English line. I do respect the effort, but sadly I feel it was a botched effort. 

So - before you call me names - what would I have done? My take:

المستحيل مستحيل

(The impossible is impossible - you're welcome Adidas)

PS - I have been notified by Ali Darwich who did the Arabic copy that the line they were Arabizing was I'mpossible (here is photo below). So with this the excercise makes much more sense!!

Arak Farid: Brilliant packaging and excellent selling line

Arak Farid is truly - as Farid means in Arabic - unique. Already, it defines itself as 54% alcohol, 46% stories - beat that for a brilliant selling line. In case you are wondering whose image figures on the label, it is that of their own grandparent! Sure, they do everything by hand there, and though I never tasted the Arak, the packaging alone is worth contemplating and appreciating. And they even have a special edition infused with wild thyme (in a collaboration with The Good Thymes). Whomever did that branding did an excellent work. Apparently the product hails from Ain Jouaya, Ghbale in Mount-Lebanon.

Mersaco and a new perplexing selling line

Whomever came up, sold, or approved this should be fired and is a danger to communication. That this is done by an agency with a reputable track for a pharmaceutical high profile client is even worse. In English to be "beyond care" means not giving a damn. It does not imply empathy, affection or wanting to stand by someone. Please check it here.
People, if you do not understand English as agencies or clients get a grown up to help you, this is a disgrace. Just to be clear please do not defend with "beyond caring" is different than "beyond care" (in spoken English they are used interchangeably)- or that health institutions in the US already use it because it means you are appropriating other people's work (it also means that Americans are unaware of their own language).