RamaScoops 2016: Mega Ice-Cream Caramel Triumphs over Juhayna and Labanita

 

As we progress onto day two of Ramadan, more ads are launching and becoming more abundant on the scene. Below, we will review some of the juice and dairy products that have launched yesterday.

 

 

Juhayna

 

Cute ads with very smart copy-writing. I’m sure “El Dondoo” will be the new catchphrase of this season. Just give it some time before a guy compliments a girl on her dondoos while harassing on the street.

 

One comment though, I didn’t particularly enjoy the language on the ads. I feel like advertising has a very strong responsibility in delivering society ethics, as these ads air all day long with children watching. Vocab ala “yad ya mlazza2, wala…etc” doesn’t particularly promote that.

 

The campaign is great, and will score, but that poses a bigger responsibility on the advertisers to conform to society ethics because millions of people will watch and love the copy, let alone get influenced by it. This is just a kick off to two out of six copies. Hopefully they turn things around in the copies to come.

 

 

 

Labanita

 

Decent kickoff with some funny copy-writing. But I really do not understand where they’re taking the brand. Three years ago, Labanita convinced us that Sawsan and Souad have gone totally rogue and out of control, to the extent they had to cut them out of their packaging and eventually out of the brand totally. Being as abrupt as bluntly stating “Kefaya Ba2ar b2a.” These copies highlighted the misbehavior of modern-day Egyptians through the two hero cows. They came in three copies; Harassment, Anger Management, Littering.

 

Now we’re playing friends with cattle again? Not sure what the brand strategy is honestly.

 

 

Mega Ice-cream Caramel

 

Only one word comes to mind watching this… “smooth.” Nestle Icecream strike this Ramadan with a pure intrinsic copy, not over-claiming themselves like they did in the previous years with Mega Cookies, nor coming back with a Sierra filtered, sour-humored copy like in Maxibon or Skenchizer (Crunch wasn’t ice-cream, but same essence).

 

This is a very smooth copy that plays on the beauty of the product features.. Caramel, chocolate, nuts, icecream…and you! Simple, visually-appealing, appetizing, mouth-watering works!

 

 

WE SAID THIS: Don’t miss out on RamaScoops 2016: Clash of the Telecoms.