Unica’s Friendship Code

Unica is of the oldest brands in Lebanon, one that benefits from a huge sentimental value among Lebanese as it reminds them of their childhood. In order to make the brand more relevant to a younger generation, M&C Saatchi had to shift its nostalgic image. Therefore, the agency took over the platform of friendship, capitalizing on this notion valued among the youth in order to appeal to them. The brand is positioning itself as the chocolate of all time and age, for the good and the worse. The hashtag stresses too on this message saying: for better and worse, stand by your friend.

Two TVC spots were also produced along the print campaign that rolled out on billboards all through the city.