Concept

Al-Alali Brand Relaunch (IMPACT BBDO)

Many brands create a parallel between their offerings and a persona based on its bull’s-eye audience. A generic strategy that can work well if the right angle is used for it to be genuine and relevant. Most importantly, it needs to have the capacity to be campaignable and extend in a nonredundent way, but more of a continuous story with the brand.

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Al-Alali wanted to relaunch their brand, which has been in the market for 30 years. In this relaunch, Al-Alali wanted to create a stronger connection with the “modern mom”. A modern mom is different than the

classic one... so we keep hearing. However, a modern mom faces many challenges a classic mom didn’t have to face. Through these challenges the modern mom has to play many diverse roles. With its varied range of SKUs, Al-Alali acknowledges and supports these multiple roles she plays in a fun copy that is full of life.