Boulos – on expanding a stuck identity

For years and years, no make that a long time and a long time, Boulos hammered us – as shoppers – as “zeit Boulos”. Boulos oil – further virgin olive oil. I’m not right here to debate the standard of their product however you may’t stick round out there that lengthy (apparently 60 years) with out proving how good you might be.

Truly, for a short time they even went “hip” when Basketball participant Boulos Bechara was enjoying for the Sagesse group in 1999 and gained the Asia Champions Cup which presenter Tony Baroud referred to as “Boulos Boulos Boulos” as a consequence of his 3-pointers, even them signed Zeit Boulos Boulos Boulos to get on the hype.

On the entire although they performed it conservative. Promoting their product ultimately arising with the “iza de2et 3le2et” line (in the event you style it, you are caught), an area expression about tasting something well-made.

Now Boulos are attempting to develop. Their advert actually says “not simply oil, however the entire mouneh of the home”. Mouneh is a Lebanese time period of all edibles individuals used to organize earlier than the appearance of winter and inventory them up within the coldest room in the home to maintain them by means of the winter months. 

For Boulos, it is a double-edge sword, on the one hand the attain between olive oil and different home made merchandise is just not a stretch, on the opposite, it has constructed its identification across the oil (I believe at one level the entire firm’s title was zeit Boulos however I stand corrected) that it is likely to be tough to get the buyer to consider them as the rest.

It jogs my memory of Mentos a bit. Mentos was positively construct across the mint taste, however the success allow them to to do a “strawberry” taste… Which appeared odd as a reputation. 

Boulos is definitely attempting to develop its “home made” line, so this is hoping the shoppers are prepared to consider it extra than simply oil.