Al­maza goes pres­i­den­tial


Real-time mar­ket­ing is such an Al­maza gim­mick that one to­day for the pres­i­den­tial elec­tion was sort of an­tic­i­pated, and they did not dis­ap­point. They re­leased an on­line ad with the Le­banese flag draped around the now too fa­mous of a bot­tle (even if newly de­signed). The tagline is “fakhame” - or “its ex­cel­lency” which is ba­si­cally how a pres­i­dent is ad­dressed in Le­banon. Do note that real-time mar­ket­ing is now in the core of the com­mu­ni­ca­tion of Al­maza, any­thing from ap­ple farm­ers, to Mia Khal­ifa (porn ac­tress of Le­banese ori­gin), to bend­ing iphone 6, or what­ever theme “du jour” hap­pens is part of its gim­micks. At times one won­ders if they still have a global strat­egy they are fol­low­ing con­sid­er­ing they are too in­volved in daily sub­plots. Still, this one marks the spot cor­rectly, and keeps peo­ple speak­ing about the brand, which is the ul­ti­mate pur­pose as we all know.

Novem­ber 2016

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