Now this is a strange one. The first thing I checked online about Choc-Ole was the price. Which was neither more nor less than any of its competitors. The reason I did that is because the ad, no matter the “Arabic” copy, surely targets some uppity fragment of society. Sure, all ads invite you to dream, but somewhere, there is this feeling that Choc-Ole is for a wealthier audience, which is not the case. Interestingly, if you compare with with Marie (here) everyone can relate to the protagonists, in this one, I am not sure. It feels much more aspirational rather than real. The end copy could have been a slam dunk but it left me cold. “le? la2ano atiab chi”. Mind you le? (which is in Arabic means “why”) should take you back to “Ole”. La2ano atiab chi – means because it is the tastiest. A bit too generic if you ask me. In other words, an ad too well done for a product that should reach all audiences, with a stress on the lower socio-economic strata. See the ad here.
