President Triangle is ‘Riche en Calcium’

October 15th, 2008 Zeid Nasser (Admin)

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Advertising Agency: JWT Tunisia, Tunis
Executive Creative Director: Georges Yammine
Art Director: Christine Mercier
Copywriter: Tino Karam

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Entry Filed under: Agencies,Creative,North Africa


  • creative rules

    I get the idea of enriched calcium but I have several problems with this work.

    First of all, calcium gives you stronger bones and the interpretation of someone being a giant because of this is somewhat irrelevant.

    Secondly, using nursery rhyme themes talking to adults is completely wrong. No adult bothers to read them unless it’s to their kids.

    Nice illustrations but they don’t work for me. :(

  • me

    I think these ads work better for people who do understand french ’cause Red Riding Hood in french is called ‘Le Petit Chaperon Rouge = Small Red Hat’, so that’s why it became ‘Le Grand Chaperon Rouge = Big Red Hat’ in the headline.

    Same for Tom Thumb, in french they call him ‘Le Petit Poucet = The Little Thumb’ and it became in the headline ‘Le Grand Poucet = The Big Thumb’…

  • karim kik

    Creative rules?!?!

    There are no rules in creativity… merely conventions…

    Anyways, stronger bones mean healthier bones. Any pediatrician will tell you healthy bones ensure better growth to the kid…

    These nursery rhymes are known universally by adults and children alike… They appeal to kids and bring a smile to their parents’ faces…

    Thanks

  • miette

    c’est qui la meilleuse?

  • Quck comment

    I disagree with you CR. You said “using nursery rhyme themes talking to adults is completely wrong”.

    Who do you think reads those books to their children? Adults are well aware of these very well known fairy tales, these fairy tales were around when the parents were children too!

  • creative rules

    Seriously DC, does this ad make you want to rush out and but a nice block of President Camembert cheese, a bauguet of nice freshly baked bread and a bottle of ice cold Chablis?

    I doubt it.

    Nursery Rhymes and that whole imagery are for kids and they are not the target audience here.

  • Quck comment

    im not a parent therefore im not their target audience.
    Maybe they should have shown the product more, perhaps in their hands.

  • creative rules

    Who’s saying it’s just for parents? The audience is all adults who would eat this style of cheese. Camembert is eaten by people with discerning taste. People who are sophisticated and have a real sense of style. They know what they want. And they know what to serve it with. You know… people like me. (Where as you like local Arabic food) So I’m the target audience and these ads do nothing for me whatsoever.

  • Quck comment

    You are the target audience? LOL, mate you dont even understand French, read MEs comments.

    It is NOT targeted at all audience, it is focusing on parents, hence the fairy tale. Every dairy product that is focused on children highlights calcium, these guys here are competing against products like THE LAUGHING COW.

    Can someone from JWT Tunisia please help me explain to this barbaric sheep shagger what this ad is all about?

  • Gibbo

    sophisticated and a real sense of style?

    don’t know anyone on this blog with any of that.

    me included. you too CR!

  • me

    CR, just a small reminder, this product is not a Camember, this is spread cheese triangles just like La Vache Qui Rit.
    You’ll definitely not have with a bottle of Chablis…

  • quickcomment

    Hahaha, thank you me.
    CR, You really have proved you are a boffoon.
    By the way “La Vache Qui Rit” translates to laughing cow.

  • creative rules

    I’ve eaten President Camembert many many times. With bread and a fine bottle of Chablis.So they make it as soft cheese as well. Big deal. I assume then that they put these spread cheese triangles in their kid’s lunch boxes. So we’re now talking to kids now are we? If that’s the case then this creative will appeal to them.

    By the way Dumb Comment you didn’t know they were soft cheese triangles for kids when you commented on post #5 above.

    So who’s the baffoon now? LOL

  • creative rules

    Me and Dumb Comment, Go to
    http://www.presidentcheese.com/president_cheese.htm

    This is their website and you’ll see they make a wide variety of Camembert and Brie with the same label as the one on this ad. (The very ones I’ve eaten many times)This is not a soft cheese label it’s their generic label. So this is obviously a brand ad for all their products and not just for soft cheese triangles.

    So….the target audience isn’t just kids. It’s everyone who eats President cheese.

    So…I go back to my original statement: this ad wrong for a brand ad.

  • quickcomment

    Maybe thats the only ones they have in Tunisia, packaging can differ according to the country. A kit kat bar in the UK looks totally different then the one in the States.

  • follow me

    Quickcomment is right. For you to know, there is no Camember President available in Tunisia.
    These ads are for the Triangle (the competitor of La Vache Qui Rit) and I think it’s clear in the tittle of the article.
    And the Triangle target audience iis clearly kids
    So, to summer up, these ads do work cause they brought a smile on the face of the 35 young kid that i’m today.

  • Dozero

    I like the idea behind this, but i don’t like the illustrations, the boy in the first ad is ugly, coloring is pale and I think children will not like it.

  • creative rules

    So I take it Follow Me you either did the ad, live in Tunisia or…dare I say it….

    President Camembert and Brie is available all over the world with the exactly the same packaging as shown in this ad. (check their website above) and no where in this ad does it show that this is a soft cheese variety for kids.

    So there’s only President soft cheese available in Tunisia? Huh.( I find that hard to believe.) DC certainly didn’t know that before he commented above on # 9. Believe me.

  • Creative Rules

    FOLLOW ME Where is it clear in the headline that these ads are for President triangle cheese?

    The headline simply says: The big Tom Thumb and the Big Red Riding Hood. That’s all.

    The pack is for either Camembert or Brie. :)

  • creative rules

    I see what you mean by the title of the article Follow me. I thought you meant the headline in the actual ad itself. Derrrr…

    So ZEID where did you get that these were for President Triangle soft cheese? BTW we have a firewall here that stops us from blowing up the ad and seeing it in detail. Does it say triangles on the pack?

    I know we’ve flogged this to death but it’s a matter of principle and as you know I hate to be wrong. :)

  • quickcomment

    creative rules comments 3 times in a row, goes to president cameembert website, looks at the ad several times….mate, have you got any work to do??

  • creative rules

    These were all done in the weekend dummy.

    Pay attention.

  • follow me

    I know that there is no Camembert President in Tunisia, cause I’m Tunisian. The Triangle President is well known here, it might be confusing for non tunisian people but it’s very clear for the Tunisian audiance. And if you look closely on the pack, you’ll see 2 kids holding a piece of bread with spread cheese on it.
    Anyway…

  • Quck comment

    follow me, dont worry about it. CR is just a little bit jealous because he is a bit insecure. He comes all the way from new zealand and does very mediocre work in jordan.

  • Creative Rules

    You keep coming second to it so it says very little about your work doesn’t it? LOL

  • Quck comment

    You see CR, i knew i wasnt good at being creative but i had the balls to admit it and to leave, i tried it for 1 year and it wasnt for me but i gave it a shot.

    I am very successful at what i do now (it has nothing to do with advertising by the way).
    I still enjoy looking at ads and visit blogs to check them out.

    The thing with you is that youre a lousy creative but you havent realised that yet and you cant do anything else if you leave it. Have you tried sheep herding?

  • Creative Rules

    Yet another Dumb Comment. LOL

  • Gibbo

    I asked him about sheep shearing the other day.

    He said he wasn’t shearing his with anyone.

    (funnier when read in sheepshagging accent).

  • quickcomment

    what do you call a sheep herder in New zealand?
    .
    .
    .
    .
    .
    .
    .
    a pimp

  • creative rules

    LOL
    Nice joke Amre.

  • quickcomment

    I went to great strip club in wellington called THE WHITE HOUSE, have you heard of it CR?

    I bet Amre hasnt been there

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