Almaza and the LIGHT bulb!
By Admin I : Well, cheer up you guys, I’m not bashing your dear patriotic brand this time! It’s the total opposite; Almaza managed to release a well thought of campaign with very interesting teasers, based on copywriting, and this time the “smart” copy came in English hinting “Light” to create a buzz around the first local light beer with a new bottle design, transparent, yellow and dark blue (cough-corona-cough!) (P.S: I will be coughing more than once during this post!)
Being a smartas*, clever, super great reviewer the teasers didn’t quite tease me, it was too obvious the campaign was about light beer (Diva reminder). The copy came well written, smart without being too complicated and managed to deliver the message to Almaza’s audience in an interesting way yet targeting light beer audiences with English copy was off the flow of Almaza’s previous campaigns, as if the beer is competing in the wrong field, against other brands that pulled numerous campaigns based on smart copy (cough-Lebanese Brew-cough) while Almaza was too busy playing with the bottle and making a quite good range of forced analogies.
And here comes the awkward use of online: A Facebook application designed for the audience to choose one of the proposed campaigns, all evolving around the “light” concept, as if they’re asserting our previous theory about Almaza ads (cough-an agency has too much free time-cough). The numerous versions differed between good and drafty and the copywriting still dominated the cheap repetitive visuals; the outdoors released simultaneously, made the online approach totally obsolete.
A good campaign by Almaza, cutting the pointless “vintage” online they launched weeks ago, adding a new layer and a new approach that still couldn’t get as light as the beer!