In a region where showing deep local understanding is key to drive relevance and preference, we knew we had the chance to bring Heinz, an international brand, closer to the Arab people and culture.
The Unstainable Thobe
The first-ever stain proof thobe
- United Arab Emirates
By studying our audience, we spotted a marginal yet daily life problem: in a region where it's common to wear white thobes, keeping the garment perfectly white is of great meaning, so many simply avoid eating specific food - including ketchup as it can leave nasty stains on them.
We decided to turn our barrier into an opportunity to prove local relevance and increase brand love.
Heinz and Wunderman Thompson Dubai turned one of the most iconic pieces of clothing in the GCC, the white thobe, into an unstainable outfit that gives men the flexibility to enjoy their favourite dishes, with all the Heinz ketchup they want, without worries.
The 'Unstainable Thobe' campaign takes on the challenge of solving the dilemma of how to keep your thobe impeccably white and enjoy food fearlessly.
We partnered with local tailors, designers and textile makers to create this innovative fabric, developing a high-tech protective barrier against ketchup and other types of stains.
The campaign reach was over nine million and amassed over two million earned media impression. It was covered by media outlets from around the world and named one of Ad Age’s Top 5 Creative Campaigns for the week.
Most importantly, we triggered local people to talk positively about a brand that had little connection to this part of the world, resulting in a 61% increase of positive social sentiment.