Why is Almaza doing ads without any strategy?

OK, somebody must say it and I’m volunteering to do it: Almaza has no technique.

Of their newest instalment – which may be very lame – Almaza beer went for a foolish idea. However that is after posting advertisements in French for “le mois de la francophonie” (with a typo mistake thoughts you as a result of “fraîcheur” wants a “circonflexe”on the i- right here) and after wining Picasso d’Or for what’s actually a baffling marketing campaign (if it may be referred to as so!). And so they did some good Fairouz gimmicks for winter (right here), however not earlier than remixing previous advertisements (right here), their advertisements for summer time have been OK (nothing to jot down dwelling about – right here), within the meantime they blundered by means of a photoshop fail (right here), they did present a glimpse of how superb they as soon as have been (right here and right here). So the place does this lead us? 

As they gallop between Arabic, French and English, as they trip between totally different linguistic gimmicks and odd visuals (they ones they did for the francophonie have been a mile away from the one they did for the basketball win and a distinct mile from the winter marketing campaign). There’s simply inconsistency all over the place – in visuals, in language, in executions. Briefly that is what I name the “spaghetti principle” – throw a bowl of spaghetti on the wall and see what sticks.

Pity, Almaza was – by far – not less than in its Intermarkets days – probably the most constant model when it comes to communication (I’m discounting the bit once they moved to Leo Burnett). It caught by means of a really clear white typography on a crimson background with a really witty copywriting linguistic trick. And it labored, it actually labored. Now they’re in every single place. Clearly nobody bothered with any technique – neither shopper nor company. They’re simply occurring everyday foundation altering as they go alongside. Which is a pity. Sure, they received the Picasso d’Or – for what nevertheless, I do know not.

A little bit of technique and group by no means damage anybody. And if doubtful about moral or mental property points (which means with Intermarkets) the shopper owns the previous advertisements just by advantage of paying for them.