Domo sweet stories: nostalgia taking form!
By Admin I : Domo is a Lebanese brand famous for sweet products (ready made cake mixes, jelly, and other delicious chemicals with too much sugar) but more importantly the brand is known to be present at nearly every Lebanese house since ages, we all had some and still look stupidly happy when remembering how mothers used to prepare birthdays themselves, back then, Ronald McDonald was not even around and “jungle land” was, umm a real jungle!
Anyways, Domo is advertising; and who are they kidding, the brand is in serious trouble because of consumers’ behavior changes, but who cares, the campaign will surely boost some sales, looking at the fact that it was designed to play on nostalgic memories. Yes, true, it’s like the ad number 1 zillion going in the same direction: a nostalgic approach, a fun emotional copywriting job, and a low sat colorful art direction. fine! But for some reason it works super well here!
The whole approach looks tailor-made, and tailor made for me is when it fits the product and this product only. it’s quite emotional but doesn’t really push your cheesy buttons, it’s well executed but not too artistic, it’s a blend of the right ingredients used responsibly!
Domo succeeds promoting a personal intimate image, taking everyone in a journey full of memories, tacky birthdays and messed up sweets.. “Sweet stories/ qussas helwe” has definitely set the right tone for the right product even though making you “sigh, smile” does not necessarily drive you to buy.. still.. sigh, smile!