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