Danone brand in Iran is known for its dessert products. In 2015, Danone decided to enter into the dairy category by launching breakfast cream. For the launch campaign we whipped up the two words of “morning” and “cream” in Farsi. The combination of these two words (Sobhkhameh), serendipitously resembled the word “breakfast.”
Soon Sobhkhameh became a generic name for the product. We used only this word along with hashtag in offline campaign to promote the product and a powerfully viral online campaign.