Com­par­ing ap­ples to cre­ative or­anges

ArabAd - - CREATIVITY -

Some­times it works, some­times it does not. Le­banese ap­ples have taken a ma­jor hit be­cause of im­ported com­pe­ti­tion so much that farm­ers are not even both­er­ing to pick them up from their trees. The is­sue turned po­lit­i­cal par ex­cel­lence with the Kataeb Youth branch dis­tribut­ing said ap­ples at uni­ver­si­ties and po­lit­i­cal par­ties try­ing to gain from the pain of the farm­ers. Even brands jumped on the band­wagon, al­beit not too cre­atively as the end out­come smelled a lit­tle of pro­pa­ganda more than any­thing else.

The ads pro­duced for the oc­ca­sion, be they by su­per­mar­kets, the ma­jor-sell­ing beer, the Min­istry of Agri­cul­ture, all played on fa­mil­iar cre­ative theme, oddly pre­fer­ring to play on slo­gans with rhymes rather than em­pha­sis­ing some ma­jor cre­ative com­po­nent to the prod­uct it­self.

The Kataeb for ex­am­ple missed a great op­por­tu­nity re­play­ing the slo­gan "You love Le­banon, love its in­dus­try" ut­tered by the as­sas­si­nated min­is­ter Pierre Ge­mayel (who was helm­ing the party), and chang­ing it into "You love Le­banon, love its agri­cul­ture". Same ap­plies to other mes­sages, which whereas pass­ably cre­ative, failed to mark a ma­jor spot.

The Min­istry of Agri­cul­ture via a col­lab­o­ra­tion be­tween Trend­ing De­sign­ers Com­mu­ni­ca­tion and Phe­nom­ena, opted for Fay­rouz lyrics--"i love you how­ever you are" line-- to en­cour­age peo­ple to con­sume lo­cal ap­ples, all kind of ap­ples even the im­per­fect ones, hence stand with Le­banese farm­ers in their fight for sur­vival vis-à-vis the com­pe­ti­tion. At the same time, the mes­sage em­beds an in­di­rect so­cial and po­lit­i­cal call for ac­tion. Spin­neys Limpid Rooftop

It is to note that the ap­ple saga is noth­ing new, it comes back pe­ri­od­i­cally ev­ery few years, but back then re­al­time mar­ket­ing was not on the map. A head­line from An­na­har dat­ing back to the 60s worth men­tion­ing here says, "Oum Koulthoum took in two nights in Baal­beck the equiv­a­lent of Le­banese ap­ples' ex­port to Egypt this sea­son".

Whereas this whole is­sue is tak­ing a bite out of farm­ers, brands would do bet­ter than profit from it.

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