INTRO:
Iraq has become a depressed nation. Stress and anger levels have skyrocketed due to lack of security.
This presents a challenge to brands since they thrive on positivity.
In the dairy category, no brand was able to forge a connection with the Iraqi mothers, the main decision makers for household shopping.
Al Safi Danone was only highlighting the rational benefits of the brand, but that wasn’t enough.
We wanted to use the Iraqi reality as an entry point for Al Safi Danone into the Iraqi market.
We decided to leverage the fact that Iraqi mothers are the ones that hold the household together. Happiness starts at home and the onus is on the mother with regards to her family’s happiness and the image they project within society.
Al Safi Danone’s promise in Iraq became: A happy home is a healthy home is a happy home.
The campaign was executed with the claim ‘Purifies the heart’ which as a double meaning. On one end, it highlights the health factor of cleansing the heart, and on the other, it erases all the negativity from the heart, and leaves room only for positivity.
POSM
The Activation
Packaging
