Master, rejuvenates its nuts packaging

So a new packaging and a line that fits. Here's the issue, the original Master packaging was so over the top, anything new would seem kind of more grounded. Though I have to admit this new packaging (sorry 2 packs did not make the cut in the photo!) is certainly not just "more" minimal, but truly minimal - apparently from the creative minds of Mink agency. Which is all for the better as it creates less clutter visually, and on the shelves. Also note that Master (usually known for its potato chips line) is going full-speed ahead in the nuts department, right bang before the holidays where people do end up stocking on nuts and kernels for their festive meetings among families and friends. What remains to be seen is the pricing, because the Lebanese have thrown brand loyalty out the window and are not are for the most very price-sensitive.

Rifai Nuts - not just brand extension new packaging too!

I hate it when I am right. A few months ago an agency launched a teaser, I immediately wrote them back saying "so at 1 minute 28 seconds is your concept, a good one" - few days later when the revealer came guess what was the concept?... Another story a friend showed me an ad and told me "this is influenced by this ad", and I said "no, this is influence by this other ad" - when the friend saw my reference he was gob smacked! You see my reasoning was simple the creative director behind the ad worked at a specific agency which did the reference ad so he simply copied it. And so on and so forth, so yesterday when I spoke about Rifai having a brand extension (here) I was waiting for the other shoe to drop... The new packaging.

And here we are, 8 new varieties and mixes in a new packaging. Note that the logo was revamped when the business was sold (the Swedish arm was sold long ago, and now came the Lebanese one about 2 years ago). Anyhow, the packaging is nice and clean. Not sure consumers even look at the bags as long as the logo is there. But still, an effort was made to present a unified look for everything - a bit more "new" than the older bags. Now, all that silly copy on the ad could have been left out, because seriously, who cares?

Shrinkflation: Try Gandour 555 for size

Artwork by Tarek Chemaly

You know shrinkflation? If you don't now is the time to explore the concept here.

For some odd reason, lately Gandour 555 biscuits were not being stocked in the shops near me in the village where I am. I am not sure why though they were for a long time. Mind you Gandour 555 biscuits are a staple (or were) in the Lebanese diet. You can fill them with loukoum, put them next to coffee or tea, have them on their own, insert them at the bottom or top of custard bowls - the possibilities are limitless.

Long story short, I found a box just a few days ago and it said "15% free". Well, even with the 15% free I am having my doubts. Why? Because, when I opened the box the biscuits were... minuscule. As in almost Oreo small, brittle, and... not very filling.

Long time ago, Patrick Chemali - my digital consultant and no, no relation apart from friendship - came up with the joke that "Daher foods" (which owns Master potato chips) has bought Gandour because both products shrunk in content and offer much less "inside" despite keeping the same packaging.

So the 15% increase could - barely - recup the losses when compared to the original product which was known to the Lebanese for such a long period of time (very oddly the box I currently have does not list the weight per packet on the outside). And if you do not believe me? The current (or at least newer) box of 555 is 82 grams x 8 packets (here)... versus 107 grams x 8 packets long ago (here). So the newer box has 76% weight per packet of the old one - so no, I am not imagining it.

Oreo celebrates Pakistan's 75th anniversary

Ah, so Oreo has jumped on the celebration of Pakistan's 75th anniversary with a special edition wrapping. The Oreo has been dipped - har har - in a special mould, and - the touch I really like best - is how they wrote PAK15STAN - get it?

Well, most times brands celebrating special events are a total miss, but few pull it off. The secret of course is how to tie your product to the event without making it superfluous or uncalled for. But this one seems intrinsic. If you want a similar example go back to the Ksara Independence Day ad in 2019 (here).

But of course for every hit there a thousand misses. But this one works!

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.