Coke Studio hits the Middle East
By Guest M : In a world where almost everybody can be easily exposed to and through media, what an international well established brand like Coca Cola can do? Easy: have its own tv show! “Coke Studio” doesn’t limit itself to be endorsed by the worldwide known fresh beverage but it’s a part of the brand marketing as a whole, being the “i” in the word “Studio” shaped after the trademark 33 cl glass bottle.
The format started in Brazil and passed to Pakistan (with a succesful 5th season running) and India, is about to land in Lebanon under the direction of Michel Elefteriades.Coca Cola pushed the marketing button in Lebanon as well casting among others its spokesperson for the Middle East: “Nancy Ajram”and the Lebanese “Yara”.
The concept can be seen as a mix between Mtv US Unplugged (Mtv Asia being partner of the indian and pakistani project so far) and french Taratata but in a broader sense, at least judging from the videos circulating through the net where we have a mix of arabic, spanish and italian.
Good luck for the campaign hitting the Middle East after its international success, even though from an advertising point of view, celebrity endorsements and spending humongous budgets on music shows production will add to the stars’ bank accounts more than adding to Coca Cola-the brand.
Farfasha relaunch with Nancy Ajram
By Admin R : We are used to see brands investing loads of money to commission pop stars and celebrities as spokespersons representing them starting by Pepsi (first started and first stopped), and jewelry brands like Damas, Lazurde and many more…
This time , Damas is rolling out a regional campaign for its Farfasha brand, with the Lebanese singer Nancy Ajram re-signed as brand ambassador. The work is the first created by FP7 and is a relaunch of the brand in a 60-second TV commercial that was shot over three nights in several areas of Beirut, including Gemmayzeh and Hamra and their store in Verdun.
It begins with young enthusiastic fresh women, Nancy Ajram and her friends (Thank god nannies exist for a mom is so busy partying), loving life, roaming through Beirut districts spreading their smiles everywhere they went, wearing Farfasha jewellery, as if you can wear jewelry in streets like Gemmayzeh and Mar Mekhayel these days!
Clubbing in Gemayze is what i do most of the time but unfortunately I have never witnessed a happy “lala” life until seeing Nancy portraying this flat role (as if she does anything better in her career)
Why do they use real locations and shooting techniques without being close to authenticity. Let me make it clearer : Does anyone of us – young women- buy gold (unless boyfriends get it for us!) and wear it to a pub, when most clubbers go casual!?
Plus, can anyone tell me or simply convince me why should nancy ajram make such ad : is a mother for 2 kids, the best example for a party girl or are we just sticking any mainstream celebrity to any ad and praying for an increase in sales?!
If it is generally true that stars can influence the general public and eventually have a positive effect on sales when endorsing certain brands-Which i highly doubt in our social media age-they should make serious studies to avoid having misconceptions and therefore waste money, time and good creative potentials on simply: nothing!