Campaign details

Brand: Tarboosh
Brand owner: M. O. Gandour & Sons Sal
Lead agency: Mindshare
Contributing agencies: Operation Unicorn
Country: Lebanon
Industries: Confectionery
Media channels: Events & experiential, Games & competitions, Online video, Social media
Budget: Up to 500k

Executive summary

Gandour, Lebanon's leading food manufacturer, has always been known for its iconic product, Tarboosh, a chocolate-coated marshmallow treat. In 2017, Gandour decided to launch a new flavour for Tarboosh: Chocolate Mousse. It was a radical challenge for a product with a traditional identity, which has been everyone's favourite, to show that it could capitalise on its heritage while still making a radical change in terms of product and communication, turning the brand into a trendy one. The challenge was intensified by the availability of only limited advertising funds.