Labanita: They're Just Cows, the return of Sawsan and Souad

This case study describes how milk brand Labanita brought its two cow mascots back from the dead to raise awareness and build brand love and sales in Egypt.

Campaign details

Brand: LabanitaBrand owner: Mansour GroupLead agency: FP7/CAI, Part of McCann WorldgroupCountry: EgyptIndustries: Dairy products, fats, oilsMedia channels: Social media, TelevisionBudget: Up to 500k

Executive summary

Labanita was doomed to be a "thing of the past", a nostalgic brand, once a market leader, but today standing for nothing against its competition. Research proved that the brand had no clear reasons for favouritism over its competitors. The one thing consumers positively associated with the brand were two old cow mascots from back in the day. We could...

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