Ras Al Houssan - Ramadan time

Well, the 90s called and they want their ad back. Ras al Houssan is back into the saddle (no pun) to offer us a pre-Ramadan ad (notice the lantern and the hanged moon etc). "from one generation to another, the taste does not differ" (yes, it is shorter and also rhymes in Arabic). After a fiasco (here), one which is better (here), Ras al Houssan is continuing its blitz of ads. To be honest, considering its end target audience the ads is not bad. Old man drinking tea after the iftar etc. And even the line is also appropriate even if honestly this style of "rhyming" dates back to the 90s. At the end of the day, and this is something Mohamad Haidar spoke about, the digital part is so totally misaligned with the OOH, which makes this a bit confusing.

Ras Al Houssan - rectifies its aim

Source

Remember Ras al Houssan's earlier campaign (here)? The one where nothing worked? Thankfully they woke up and smelled the coffee, or smelled the tea, or whatever else their product range consists of. Well, also they smelled the "instant warmth, honey" (a wink to their Honey Ginger offering) and to the cold which is currently sweeping Lebanon all over. 

The previous campaign had nothing going for it. This one is focused, single-minded, with a clear, identifiable and quite and targeted message. What's not to like?

Ras al Houssan tea - just make it upscale

Ras al Houssan tea is going upscale with a new "wellness line" supposedly for digestion. To make their point they use Latinized Arabic (which originated when chat systems did not have Arabic compatibility so people used Latin letters in Arabic spellings), as they advertised their "laxative" and "digest" tea options. The line if you want to know reads "after eating we need to digest" - ignorant me is not aware if this is a public figure in the ad or not (because "public figure" means anyone these days with all due respect to the person in the ad - UPDATE: The influencer in question is Karen Wazen). 

It is interesting that a tea company like Ras al Houssan is punching above their weight and repositioning with something much more upscale. Maybe choosing a different name would have made this more digestible? (no pun!)