FISHERMAN’S FRIEND
The purpose of this project is to introduce the brand as a strong, fresh and natural-flavoured candy made for the dynamic, health-oriented generation by highlighting the importance of fresh air and outdoor activities in Lebanon.
Since pollution is a major concern in Lebanon and the brand has long been regarded as a medical product, mainly sold in pharmacies, the objective was to redirect the brand’s image to correspond with current lifestyle of today’s youth, looking for outdoor excitement, healthy living and nature-oriented activities, hence the headlines: “Fresh Air is Rare” and “Dare to Breathe”.