2016 Winners & Shortlists

Brief Explanation

Produced by a reputable manufacturer in the Lebanese alcohol sector, and after a soft-launch period of one year, Beirut Beer’s main business objective was to position itself as a direct competitor to Almaza, the leading Lebanese beer, and not to be perceived as a low-profile beer. For this purpose we needed to directly address Almaza, without attacking the beloved brand. So, we encouraged people to “Try Something New”, by employing an old Lebanese saying, expressed by the Lebanese when bored with life’s routines: “Chou Kil Yom Mjadra?”, “Does it have to be Mjadra everyday?”, Mjadra being a traditional dish commonly consumed by Lebanese. Consumers, mainly the targeted youth, felt the relevance of the expression on their daily Lebanese life, and also related to the literal meaning behind it, expressing boredom of the same taste. The idea was also in line with client’s objective, positioning Beirut Beer as a serious player.

The Campaign

The Lebanese beer industry has been monopolized for the past 80 years by one brand, Almaza. To position the new Beirut Beer as a “serious player”, we needed to address Almaza with a direct message, without attacking the beloved brand. So, we encouraged people to ‘TRY SOMETHING NEW’, by literally using a Lebanese-saying, expressed when bored with life’s routines: “Does it have to be Mjadra every day?” Mjdara being an old traditional dish commonly consumed in Lebanon. When launched, the film received immediate response, getting people on social media discussing and analyzing the “Mjadra” comparison, with “Mjadra” becoming Almaza’s nickname and referral. A massive offline and online campaign followed, encouraging people to break from their everyday habits and try something new. Beirut Beer sales increased 145% over the period of the campaign, and now stands at 18% in the total beer market. But most importantly, Beirut Beer gained nationwide recognition.

Creative Execution

The campaign began with a film, depicting the story of a small boy growing up eating the same dish everyday for as long as he can remember, and he was satisfied, until one night, he discovered the feeling of “trying something new”. After the film, a massive outdoor campaign showed intentionally a modern and appetizing representation of the new Beirut Beer with the “Try Something New” message to contrast with the old image of the competition, Almaza. We took matters further online, creating a distinctive visual treatment, along with a series of messages inviting people to break from their every-day habits and “try something new”. We also sponsored events and activities new to Lebanon, reflecting Beirut Beer’s spirit.

During the first week, we amassed over 20K in organic views on Facebook & YouTube alone, with people on social media analyzing the ad, giving their opinion, and engaging in discussions around the “Mjadra” comparison. The ad was even a topic on the most-viewed Lebanese talk show. Beirut Beer quickly recruited a fan-base on Facebook, with fans increasing by 300% after the film’s release, and people sharing their photos on Instagram and Facebook as a support and proof of trying something new. Even those who wanted to vindicate their love and loyalty for Almaza, started referring to it as “Mjadra” when praising it, with Almaza re-tweeting the “Mjadra” posts. Sales also increased 145% over the period of the campaign and Beirut beer now stands at 18% in the total beer market.