Al­marai Changes the Sta­tus Quo

ArabAd - - DESIGN -

Saudi dairy com­pany Al­marai re­cently launched a poignant film on the highly sen­si­tive is­sue of breast­feed­ing. In part­ner­ship with Leo Bur­nett KSA, who cre­ated the film, the com­pany rolled out the cam­paign in early Fe­bru­ary to ad­dress the grow­ing trend amongst Saudi moth­ers who are re­solv­ing to other al­ter­na­tives when it comes to breast­feed­ing their new­borns.

This trend was fu­elled by a lack of ac­ces­si­ble in­for­ma­tion avail­able to new moth­ers re­gard­ing the vast ben­e­fits of such a prac­tice, which is con­sid­ered ex­tremely pri­vate and al­most never dis­cussed in pub­lic. The cam­paign fo­cused on one sim­ple idea: “The best milk for your baby can­not be pur­chased,” which says it all com­ing from the largest dairy pro­ducer in the Arab world.

Shot in black and white, the 80-sec­ond on­line film cap­tures the emo­tions of a new mother who de­sires the very best for her baby. The film ex­plored all the emo­tions a new­born in­spires and in turn cre­ated un­prece­dented con­ver­sa­tions amongst its cit­i­zens at a na­tional and pub­lic level. Though there were no ex­plicit scenes to speak of, there was a brief in­stant where a woman is seen lov­ingly breast­feed­ing her child while nar­rat­ing, in a soft low-pitched voice, the beauty and joy of pro­vid­ing the best for ‘some­thing’ so frag­ile and pre­cious.

Within a week of launch, the film went vi­ral on so­cial me­dia with over 45 mil­lion views, mak­ing it the sec­ond most shared video in the world at al­most 1.3 mil­lion shares so far. On top of that, the brand’s Face­book page be­came the fastest grow­ing page in the world, garner­ing over 39,000 new fans a day. This made Al­marai the third most pop­u­lar FMCG brand on the so­cial net­work pre­ceded only by Nes­tle and P&G.

The sub­ject, which was tack­led with great care and sen­si­tiv­ity, has man­aged to boldly chal­lenge the sta­tus quo with a cam­paign that has gar­nered a great deal of buzz, re­sult­ing in a tremen­dous wave of sup­port for breast­feed­ing in the king­dom.

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