Of Beirut Beer, the end of Euro Cup and summer

Beirut Beer went Euro Cup (here), followed by Almaza (here - in a more complicated effort) and now that the Euro Cup is about to finish, Beirut Beer is at it again. "Euro Cup is about to finish but summer is just starting". Well, I could say "OK, there's a strategy there" but am told Beirut Beer has an ad on Dora which basically means nothing and is not corelated to this effort. Without forgetting this oddity (here). Do note I am trying with all my might to disregard the sexual innuendo in the ad above.

 For some reason I feel many brands just lost the plot and are advertising for the sake of booking panels (and am told OOH companies are more than happy to offer steep discounts just to fill their empty spaces - I do know the prices and they are exceptionally cheap). I don't know if you can call this a win-win situation considering the brands are tanking at making solid impressions.

Almaza is now on board of the UEFA Euro train

Beirut Beer did it (here). Now it is the turn of Almaza. Both went with local expressions - albeit on two different routes. Almaza additionally collaborated with Farixtube - whose instagram (here) labels him as "7th runner up Mr. Ghazir 2023". Among the expressions "Lebanon is playing!" "I only watch the finals" "I do not watch football" "I do not let a match pass me by" - all these on limited edition bottles adorned with special caps - so this is not only an advertising but also a marketing/production joint venture. This is the second heavy push from Almaza (here) and somehow puts it back on the track where it used to be - well, almost.

Beirut Beer - UEFA Euro

So Beirut Beer just went full UEFA Euro football.... The angle is this, "the game is European, the cheering is Lebanese" and the concept is extended towards local expressions - with explanation in tow. Purely slang, only understood by the Lebanese, which make little or no sense to other - specifically European - nations. Now, let's be honest this is not like "earth-shattering" but the ad is nice in its own perspective, and yes, people do drink beer extensively while cheering their favorite football team (and in case you are not aware, Germany, Brazil (which of course have no team playing in the UEFA Euro games), Italy, and even France have very sizable fans among the Lebanese population leading to some very ugly scenes). You can enjoy the ad here.