Rather than use traditional TV advertising spots, Birell used tactical messages to become the real man’s barometer. We would help men avoid programming that was clearly not for them, with a warning that watching this might affect his masculinity. On the top-rated movie channels we alarmed real men through bumpers and promos that a romantic movie was about to be aired – with copy stating “The following movie is NOT sponsored by Birell”. We advised men that if Birell is on screen then the programme is a safe to watch. On music channels Birell would stamp “Kedda mistargel” (with watching that, you’re a man) on hot video clips featuring female singers.

+ Sales +30% even after a price increase + Occasional user +25% + Spontaneous awareness: Doubled 11% - 23% + Ad awareness +39% .

+ Real men attribute increased 32% - 41% + ‘Be a Man' has now evolved from TV 'Activation' - now the communication platform and new positioning of Birell in 2010 – Including World Cup!

Source: BHT Study, Nielsen & Ahram Beverages Company."The success is beyond the objective of getting closer to real men. It is a re-birth of a new brand positioning for real men", Client: Nancy Girgis - Marketing Manager Dalia Samir - Senior BM.