Pastaweesy is an Egyptian pasta brand seeking to develop its marketing strategy and creative materials. The document discusses developing a new slogan based on an Egyptian proverb to reflect the brand's flexibility. It then outlines deliverables including conceptualizing the slogan through a song, digital content, and on-ground activations. Examples provided include different colored "mustaches" representing various pasta flavors and an album giving customers stickers for ordering meals. The concept is further developed to portray pasta as being promoted from a side dish to main course thanks to Pastaweesy's innovation and flexibility.

1. Pastaweesy: Turning a brand into THAT
BRAND!

2. Understandings from The Brief
Pastaweesy is the first Egyptian brand to localize pasta since 2011. Now, it is
taking huge steps towards being a chain of restaurants with 8 branches in Cairo
and Alex.
The marketing communication activities are very unique and artistic, but
somehow they are not digging deep enough to create an edge for our brand.
In other words ... Those creative visuals and activities need a good strategic
narrative to support and build-up on them.

3. List of Deliverables
1. Slogan (something that can reflect the brand, its values and promises)
2. Conceptualizing the Slogan
3. Fledging the Creative Concept:
a. Video/ Digital Copy (Song)
b. BTL Materials (2 Submissions)
c. On-ground & digital activation

4. The Slogan
‫ﺑﺎﺳﺘﺎ‬ ‫ﻳﺎ‬ ‫ﻟﻮن‬ ‫ﻛﻞ‬ ‫ﻋﻠﻰ‬

5. Where does it come from?
It is a word-play line based on the famous Egyptian proverb:
‫ﺑﺎﺗﻴﺴﺘﺎ‬ ‫ﻳﺎ‬ ‫ﻟﻮن‬ ‫ﻛﻞ‬ ‫ﻋﻠﻰ‬
That phrase was used by old cloth merchants who used to pass by houses to sell
their goods. Later, that same phrase got turned into a proverb or idiom that
reflects flexibility (over-flexibility)

6. Why to twist it and use it with Pastaweesy?
That line/slogan is easy,catchy and meaningful. Plus it can work on the brand’s
favor on several levels.
Literally: Because Pastaweesy provides pasta in almost all available cooking colors & sauces
(Red/ Tomato - White Sauce - Yellow/Curry - Green/Pesto - Golden - Brownish/Oven)
Figuratively:
As we work in different places/branches, with different pot sizes (Medium/Large/Group)
Also, our pasta can be eaten during different moods and in different ways (different eating habits)

7. Brand-name: Pastaweesy
Slogan: ‫ﺑﺎﺳﺗﺎ‬ ‫ﯾﺎ‬ ‫ﻟون‬ ‫ﻛل‬ ‫ﻋﻠﻰ‬
Brand-Values:
Flexibility & Innovation
Brand Promise:
Doing our best to provide a great & joyful pasta-experience for our
customers by always being innovative and flexible

8. FLEDGING THE CONCEPT

9. Video/ Digital Copy (Song) - 1/3
‫دا؟‬ ‫ﺑﺴﺘﺎوﻳﺴﻲ‬ ‫ﻣﻴﻦ‬ ‫ﻫﻮ‬
‫اﻷﺳﻄﻰ‬ ‫ﻫﻮ‬
‫اﻟﺒﺎﺳﺘﺎ‬ ‫ﻓﻦ‬ ‫ﻓﻲ‬
‫أﺣﻤﺮ‬ ‫ﺻﻮص‬ ‫ﻟﻮ‬
‫وأﺧﻀﺮ‬ ‫أﺑﻴﺾ‬
‫ﻓﺮن‬ ‫ﺣﺘﻰ‬ ‫أو‬
‫أﻟﺴﻄﺎ‬ ‫ﻃﻠﺒﻚ‬
‫أﻟﺴﻄﺎ‬ ‫ﻃﻠﺒﻚ‬
‫ﺑﺎﺳﺘﺎ‬ ‫أﺳﻤﻪ‬ ‫أﻳﻪ؟‬ ‫أﺳﻤﻪ‬
‫ﺑﺎﺳﺘﺎ‬ ‫أﺳﻤﻪ‬ ‫أﻳﻪ؟‬ ‫أﺳﻤﻪ‬
‫وﻳﺴﻲ‬ ‫ﺑﺎﺳﺘﺎ‬ ‫اﻳﻪ؟‬ ‫ﺑﺎﺳﺘﺎ‬
‫وﻳﺴﻲ‬ ‫ﺑﺎﺳﺘﺎ‬ ‫اﻳﻪ؟‬ ‫ﺑﺎﺳﺘﺎ‬
‫ﺑﺎﺳﺘﺎ‬ ‫ﻋﻨﺪه‬ ‫ﻓﻲ‬ - ‫ﻟﻮن‬ ‫ﻛﻞ‬ ‫وﻋﻠﻰ‬
‫ﺑﺎﺳﺘﺎ‬ ‫ﻋﻨﺪه‬ ‫ﻓﻲ‬ - ‫ﻟﻮن‬ ‫ﻛﻞ‬ ‫وﻋﻠﻰ‬

10. Video/ Digital Copy (Song) - 2/3
‫دا؟‬ ‫ﺑﺴﺘﺎوﻳﺴﻲ‬ ‫ﻣﻴﻦ‬ ‫ﻫﻮ‬
‫دﻫﺒﻲ‬ ‫ﺻﻮص‬
‫أﺻﻔﺮ‬ ‫وﻻ‬
‫ﺳﺒﺎﺟﻴﺘﻲ‬
‫ﺎ‬ ّ‫ﺑﻨ‬ ‫ﺣﺘﻰ‬ ‫أو‬
‫ﻟﻘﻤﺔ‬ ‫ﻋﺎﻣﻠﻴﻨﻠﻪ‬ - ‫ﻗﺎل‬ ‫واﻟﺒﻮرﻳﻮ‬
‫ﻟﻘﻤﺔ‬ ‫ﻋﺎﻣﻠﻴﻨﻠﻪ‬ - ‫ﻗﺎل‬ ‫واﻟﺒﻮرﻳﻮ‬
‫ﺑﺎﺳﺘﺎ‬ ‫أﺳﻤﻪ‬ ‫أﻳﻪ؟‬ ‫أﺳﻤﻪ‬
‫ﺑﺎﺳﺘﺎ‬ ‫أﺳﻤﻪ‬ ‫أﻳﻪ؟‬ ‫أﺳﻤﻪ‬
‫وﻳﺴﻲ‬ ‫ﺑﺎﺳﺘﺎ‬ ‫اﻳﻪ؟‬ ‫ﺑﺎﺳﺘﺎ‬
‫وﻳﺴﻲ‬ ‫ﺑﺎﺳﺘﺎ‬ ‫اﻳﻪ؟‬ ‫ﺑﺎﺳﺘﺎ‬
‫ﺑﺎﺳﺘﺎ‬ ‫ﻋﻨﺪه‬ ‫ﻓﻲ‬ - ‫ﻟﻮن‬ ‫ﻛﻞ‬ ‫وﻋﻠﻰ‬
‫ﺑﺎﺳﺘﺎ‬ ‫ﻋﻨﺪه‬ ‫ﻓﻲ‬ - ‫ﻟﻮن‬ ‫ﻛﻞ‬ ‫وﻋﻠﻰ‬

11. Video/ Digital Copy (Song) - 3/3
‫دا؟‬ ‫ﺑﺴﺘﺎوﻳﺴﻲ‬ ‫ﻣﻴﻦ‬ ‫ﻫﻮ‬
‫أﺧﺮي‬ ‫ﺟﺒﺖ‬
‫ﻣﻐﺮي‬ ‫ﻣﻨﻴﻮ‬
‫ﺑﻴﺠﺮي‬ ‫اﻟﺮﻳﻖ‬
‫ﺣﺎﺟﺔ‬ ‫ﻛﻞ‬ ‫ﻋﻠﻰ‬
‫أﻳﻪ؟‬ ‫واﻟﺤﻞ‬
‫دﻳﻠﻴﻔﺮي‬ ‫أﻃﻠﺐ‬
‫دﻳﻠﻴﻔﺮي‬ ‫أﻃﻠﺐ‬
‫ﺑﺎﺳﺘﺎ‬ ‫أﺳﻤﻪ‬ ‫أﻳﻪ؟‬ ‫أﺳﻤﻪ‬
‫ﺑﺎﺳﺘﺎ‬ ‫أﺳﻤﻪ‬ ‫أﻳﻪ؟‬ ‫أﺳﻤﻪ‬
‫وﻳﺴﻲ‬ ‫ﺑﺎﺳﺘﺎ‬ ‫اﻳﻪ؟‬ ‫ﺑﺎﺳﺘﺎ‬
‫وﻳﺴﻲ‬ ‫ﺑﺎﺳﺘﺎ‬ ‫اﻳﻪ؟‬ ‫ﺑﺎﺳﺘﺎ‬
‫ﺑﺎﺳﺘﺎ‬ ‫ﻋﻨﺪه‬ ‫ﻓﻲ‬ - ‫ﻟﻮن‬ ‫ﻛﻞ‬ ‫وﻋﻠﻰ‬
‫ﺑﺎﺳﺘﺎ‬ ‫ﻋﻨﺪه‬ ‫ﻓﻲ‬ - ‫ﻟﻮن‬ ‫ﻛﻞ‬ ‫وﻋﻠﻰ‬

12. On-ground & online Activation
The Star of The Menu
Because Pastaweesy is all about flexibility & innovation, we are always looking
for new recipes to add.
So, if any of our customers and fans has a new pasta recipe that we don’t offer in
our menu, s/he can share it as a social media video under the hashtag
#‫.ﻧﺠﻮم_اﻟﻤﻨﻴﻮ‬
The most popular new recipe will be added to our menu with the name of its
owner (‫ﻣﻮﺳﺘﺎ‬ ‫ﺑﺎﺳﺘﺎ‬ ‫واﺣﺪ‬ ‫)أﻃﻠﺐ‬ who would win a fine incentive

13. 1- Different colors of mustaches
So as to reflect our new strategy and the new slogan, we are
going to take the extra-mile (or extra-smile).
The mustache represents Pastaweesy, but we want it to reflect
all the flavors and colors of pasta. So instead of having just one
color (red), we would present our customers with at least 5 more
colors of mustaches ….
It is easy and simple …And will make our experience more fun
BTL MATERIALS

14. BTL MATERIALS
2- The Album of Mustaches
Remember in the 1990s & 1980s when the brands
used to publish albums for contest.
We are going nostalgic here !
By reviving the old tradition, but in a way that suits
our brand. Whenever you order a meal from
Pastaweesy you would get an envelope containing
10 different sticky mustaches, find them all ,match
each one to its right place so as to win!

15. WAAAAAIIIIIIIITTT

16. Developing The Concept
Into a deeper campaign

17. After exploring the main concept:
‫ﺑﺎﺳﺘﺎ‬ ‫ﻳﺎ‬ ‫ﻟﻮن‬ ‫ﻛﻞ‬ ‫ﻋﻠﻰ‬
We found out that it can be developed more to reach something
more insightful ….

18. Creative Insight
Before Pastaweesy, Egyptians tended to limit and underestimate pasta as just a
SIDE DISH
-----
BUT
NOW, THANKS TO PASTAWEESY with its high levels flexibility & innovation,
Pasta got promoted from being a SIDE DISH into being a MAIN COURSE

19. ‫ﻣﺘﻘﺪر‬ ‫اﻟﻤﺶ‬ ‫رﻧﺎ‬ ّ‫ﻗﺪ‬

20. Creative Concept
Surrounding us, there always has been lots of underrated things
In family, friendships and relationships
In food, beverages & entertainment
sports and arts
Or even daily life
--
Those underrateds deserve a more fair universe to get what they deserve
But thanks to Pastaweesy, at least pasta got what it deserves

21. Script of the Digital Copy
‫ﻣﻮازي‬ ‫ﻋﺎﻟﻢ‬ ‫ﻓﻲ‬
‫ﺣﻘﻬﺎ‬ ‫وﺗﺎﺧﺪ‬ ‫ر‬ ّ‫ﻫﺘﺘﻘﺪ‬ ‫ﻳﺎﻣﺎ‬ ‫ﺣﺎﺟﺎت‬
‫ي‬ ‫ي‬ ‫ي‬ ‫ي‬ ‫ﻓﺘﻼﻗﻲ‬
‫ﻋﻠﻴﻪ‬ ‫ﻳﻴﺠﻲ‬ ‫ﻣﺤﺪش‬ ‫اﻟﻮﺳﻄﺎﻧﻲ‬ ‫اﻷخ‬
‫ﺟﻨﻴﻪ‬ 100‫ب‬ ‫اﻟﺒﻮﻟﺔ‬ ،‫اﻟﻤﺴﺘﻜﺔ‬ ‫ﻛﺮﻳﻢ‬ ‫آﻳﺲ‬
‫واﻧﺴﺘﺠﺮام‬ ‫ﺑﻮك‬ ‫ﻓﻴﺲ‬ ‫ﺑﺪل‬ ‫ﺗﻮﻳﺘﺮ‬ ‫ﻋﻠﻰ‬ ‫اﻟﻜﻞ‬
‫أﻓﻼم‬ ‫ﺧﻤﺲ‬ ‫أرﺑﻊ‬ ‫ﺑﻄﻞ‬ ‫اﻟﺠﻠﻴﻞ‬ ‫ﻋﺒﺪ‬ ‫ﻋﻤﺮو‬
‫اﻟﺠﻴﻞ‬ ‫ﻧﺠﻢ‬ ‫ﺳﻠﻄﺎن‬ ‫ﺑﻬﺎء‬
‫ﻣﻴﻞ‬ 100 ‫ﺳﺮﻋﺘﻪ‬ ‫واﻟﺘﺮوﻣﺎي‬
‫اﻟﺸﻴﺶ‬ ‫ﺳﻼح‬ ‫ﺑﻴﻠﻌﺐ‬ ‫ﻛﻠﻪ‬
‫اﻟﺠﻴﺶ‬ ‫ﻃﻼﺋﻊ‬ ‫اﻟﺪوري‬ ‫ﺑﻄﻞ‬
‫ﺗﻮﺗﺮ‬ ‫ﻣﺒﻘﺘﺶ‬ ‫اﻻﻣﺘﺤﺎﻧﺎت‬
‫أوﺳﻜﺎر‬ ‫ﻛﺴﺒﺎن‬ ‫ﺣﺴﻨﻲ‬ ‫وﺣﺴﻦ‬
‫ﻋﺰﻳﺰي‬ ‫ﻳﺎ‬ ‫اﻟﺒﺎﺳﺘﺎ‬ ‫أﻣﺎ‬
‫رﺋﻴﺴﻲ‬ ‫ﻃﺒﻖ‬ ‫ﺗﺘﺤﻮل‬
(‫)ﺻﻤﺖ‬
!!‫ﻋﻨﺪك‬
‫اﻟﺒﺎﺳﺘﺎ‬ ‫إﻻ‬ .. ‫ﻣﺘﻘﺪرة‬ ‫ﻣﺶ‬ ‫ﺣﺎﺟﺎت‬ ‫دي‬ ‫ﻓﺎت‬ ‫اﻟﻠﻲ‬ ‫ﻛﻞ‬
‫رﺋﻴﺴﻲ‬ ‫ﻃﺒﻖ‬ ‫وﺧﻼﻫﺎ‬ ‫ﻗﺪرﻫﺎ‬ ‫ﺑﺴﺘﺎوﻳﺴﻲ‬
2011 ‫ﻣﻦ‬ ‫و‬
‫ﻣﺘﻘﺪر‬ ‫اﻟﻤﺶ‬ ‫ﻗﺪرﻧﺎ‬ - ‫ﺑﺴﺘﺎوﻳﺴﻲ‬

22. ‫ﻳﻮو‬ ‫ﺛﺎﻧﻚ‬