We are so accustomed to the presence of ads and brands in our lives that the marketing society keeps on trying to reinvent their marketing strategies and the way they promote their products. The other day on TV, there was a commercial for Cafe Abinasr which featured a song we've all heard. All Lebanese people know this song, I've been hearing it in each of their ads ever since i was a kid. So i decided to conduct a research, and i found out that Cafe AbiNasr has been using this song for almost 50 years now, conserving their identity. All of their ads in the past few decades have this song, and that's why we feel like it's imprinted in our heads.
I'm going to compare an old ad of theirs and a new one.
The first video is Cafe Abi Nasr's ad from 1979: as we can see, the commercial is like story telling. It starts with music, then lyrics for their famous song. The video shows how Lebanese people lived in the 70's, showing the best aspects of life. Beach, fun and Lebanese Dabkeh dance; integrating coffee in our daily activities. The advertising aims to present an image of a desired product (the coffee), and people to be envied (they are happy and enjoying their time) to tell us that we can be like those perfect people, happy, enjoying Cafe abi nasr. The ad ends with the phrase " Renew your energy, drink Coffee Abi Nasr".
The following videos are newer ads for Cafe Abinasr in the years 2008-2010.
In these videos, the lyrics are not used, but in other they still were used. That's why when we hear the tune, we mumble along the words. Their recent ads usually end with "there are things that never change" to show that cafe abinasr is still the best from 1956 (when it was established) til now. All their recent ads work around the idea of using old footage or and old object (such as the radio) and showing them in a recent context to show the evolution and continuity of Cafe Abinasr.
Cafe Abi Nasr TVC 2008
Cafe AbiNasr TVC
Cafe Abi Nasr's website also serves their visual identity, with a brown background (symbolizing coffee) and an earthy color palette. In the middle stands a picture of perfect coffee beans and coffee grinder, animated with a constant illumination as if it's shining.
Having the same tune for decades helps preserve the identity of the company and makes us all share the same idea about it which means it must be a good product for it to survive this long. Also the traditional image of the coffee on their website and the traditional colors make us realize it's a brand that has been for ages.
I'm going to compare an old ad of theirs and a new one.
The first video is Cafe Abi Nasr's ad from 1979: as we can see, the commercial is like story telling. It starts with music, then lyrics for their famous song. The video shows how Lebanese people lived in the 70's, showing the best aspects of life. Beach, fun and Lebanese Dabkeh dance; integrating coffee in our daily activities. The advertising aims to present an image of a desired product (the coffee), and people to be envied (they are happy and enjoying their time) to tell us that we can be like those perfect people, happy, enjoying Cafe abi nasr. The ad ends with the phrase " Renew your energy, drink Coffee Abi Nasr".
The following videos are newer ads for Cafe Abinasr in the years 2008-2010.
In these videos, the lyrics are not used, but in other they still were used. That's why when we hear the tune, we mumble along the words. Their recent ads usually end with "there are things that never change" to show that cafe abinasr is still the best from 1956 (when it was established) til now. All their recent ads work around the idea of using old footage or and old object (such as the radio) and showing them in a recent context to show the evolution and continuity of Cafe Abinasr.
Cafe Abi Nasr TVC 2008
Cafe AbiNasr TVC
Cafe Abi Nasr's website also serves their visual identity, with a brown background (symbolizing coffee) and an earthy color palette. In the middle stands a picture of perfect coffee beans and coffee grinder, animated with a constant illumination as if it's shining.
Having the same tune for decades helps preserve the identity of the company and makes us all share the same idea about it which means it must be a good product for it to survive this long. Also the traditional image of the coffee on their website and the traditional colors make us realize it's a brand that has been for ages.
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