UnstainableThobe.

Eat fearlessly.

★ GRAND PRIX · DUBAI LYNX 2023

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Client: Heinz (Kraft Heinz)
Agency: Wunderman Thompson Dubai
My role: Creative Director
Market: Saudi Arabia + GCC
Channels: Product, OOH, print, social, influencer

00:00 / 00:00

CASE FILM · PLAYS RIGHT HEREGRAB A NAPKIN. YOU WON'T NEED IT.

[ THE CASE IN ONE BREATH ]

The brief said sell more ketchup. The real problem was white. In the Gulf a thobe is pride you wear every day, so people skipped the sauce. We didn't make an ad. We made a thobe ketchup can't touch.

THE IDEA

Pride is white.
Ketchup is red.

Saudi is the biggest Heinz ketchup market in the region. But keeping your thobe spotless is a matter of pride, so men quietly skipped the sauce. Everyone else would have run a "less mess" ad.

So we didn't fix the sauce. We fixed the thobe.

The first stain-proof thobe. A nanotech coating keeps liquids on the surface, so ketchup rolls off instead of moving in. Tailored with local tailors and textile makers, because nobody knows the thobe better.

The folded Unstainable Thobe with its Heinz label and a red care tag reading made in Saudi Arabia — THE PRODUCT · CHECK THE TAG: MADE IN SAUDI ARABIA

THE CRAFT

Fun. Then frustration.
Then fabric.

We tested coatings like mad scientists in a tailor shop, even ceramic ones borrowed from car seats, until ketchup slid off like it was embarrassed.

THE LAB TEST · OTHER THOBES VS OURS. SAME KETCHUP, SAME SECOND.

“It was a mixture of fun and frustration!”

TIAGO BASTOS TO LBB ONLINE

Then we boxed it like a luxury drop. Shemagh, tissue, keystone pattern, tags. Every touchpoint ketchup red.

THE UNBOXING

THE KIT · DRAG →01 / 03

The folded Unstainable Thobe with a Heinz ketchup bottle and branded tags on red tissue — 01 · The thobe, the bottle, the dare

The Unstainable Thobe gift box opened next to a Heinz bottle — 02 · The box

Heinz keystone pattern designed for the packaging — 03 · Keystone pattern, ketchup red

THE LAUNCH

The evidence.

OOH, print and social shouting one dare: Eat Fearlessly. Share your thobe disaster, win a thobe. Saudi creator Criminal (2M followers) stress-tested it on camera. Creators did the rest.

UNBOXINGS, DOORSTEP DROPS, KETCHUP STRESS TESTS

[ PRINT + OOH · THE POSTER RUN ]

Squeeze.

Print ad: A man bites a ketchup-drenched shawarma, his white thobe untouched. Unstainable Thobe — 02 · BITE

Print ad: A young man pours ketchup onto a burger that explodes over his thobe. Unstainable Thobe — 03 · SQUEEZE

Print ad: A young man bites a dripping burger, thobe still spotless. Unstainable Thobe — 04 · BITE

00 / 04 POSTERSSHOT WITH REAL KETCHUP. ZERO MERCY.

THE NOISE

Then the press
ate it up.

Ad Age put it in their Top 5 creative campaigns of the week. Adweek and ArabAd followed. 2M+ earned media impressions later, a ketchup brand was the talk of the Gulf.