Over the past decades, Egypt’s snacking industry was led by only one giant player: PepsiCo; with many small entrants trying to introduce chips to a market that is already overly supplied with flavors, SKUs and a brand that a nation has grew up to. No new entrants stood a chance.

One player wanted to change the game; and defy status quo. Egypt Foods; a local snacking conglomerate had a competitive product, better flavor, better quality for the same price; but they recognized the need for a brand that resonates with the screenillial generation no matter how competitive their chips was. Tiger chips came & changed the game; with the vision of re-building the brand as the market leader of the ridged chip segment, challenging the market trend. Our mission was to position the brand as TOM and aspirational for an audience thats challenging on its own.

We changed the narrative from “having control” to “losing control”.

The campaign kicked off with a music film; by an underground local talent, Ahmed

Kamel, who started developing music on his own personal YouTube channel; today

the artist is a growing nation phenomena; listened to by millions of Egyptians. The

film also included 24 year old Nour El Sherbini, a four times Squash World

Champaign and the youngest woman to the Women’s World Championship. Both

examples were a source of inspiration of letting go, and believing in your own

freedom to achieve more than just the norm.

From the launch of Tiger in 2006 till 2016, the brand which first created buzz and recognition, started to decline rapidly; due to internal company challenges that held back the brand equity and only focused on driving volume through promotions, followed by product quality drops.

Towards the end of 2018, the chips market of Egypt was controlled by the flat chips with a 67% market share, not only that, but also, with a very high competition on the ridged share from Pepsico, with a 90% of their multiple brands portfolio on both front, flat and ridged.

Tiger; a brand that stood for “having control” needed to create and not just compete. For many years, the brand appeared as disconnected, not appealing to our core consumer: GEN C: the generation of creators.

So we decided to think consumer first; and weave our brand into modern sub-culture.

We changed the narrative from “having control” to “losing control”.

The campaign kicked off with a music film; by an underground local talent, Ahmed Kamel, who started developing music on his own personal YouTube channel; today the artist is a growing nation phenomena; listened to by millions of Egyptians. The film also included 24 year old Nour El Sherbini, a four times Squash World Champaign and the youngest woman to the Women’s World Championship. Both examples were a source of inspiration of letting go, and believing in your own freedom to achieve more than just the norm.

Its the typical David vs. Golliath. Market share grew by 33% in only one month. Finally, a new entrant could compete with the giants. The music film resulted in 4.4Million Views on YouTube, trending on its first 24 hours of launch; and the song went viral across music platforms such as Anghami & Spotify. Audiences online started creating their own versions of the music film with heroes that they relate to and aspire to be. Losing control became a positive endorsement in the minds of an audience that were looking for reassurance.

Tiger became the brand that understood the people, actually.. that stood for the people.