2013 Winners & Shortlists

Brief Explanation

The cooking oil category communication narrative is one of homogenous rational benefits, that presents its audience (Arabic mother) as a one-dimensional individual that lives in the kitchen. The modern Arabic woman is clearly much more than this. We wanted to change the category narrative, and demonstrate to our audience that we ‘get them’. We (Noor) understand who they are, where they are in their lives and what they really want as individuals, wives and mothers. Our ad says ‘we hear and support you’, presenting Noor as the symbol of the modern Arabic mother…redefining the category narrative and developing Noor brand/consumer affinity.