: : : président bouquet pos /// 2012 : : :

Tingle your senses

The brief
Président, the iconic French cheese brand, set out to launch a new product range in Egypt – aimed specifically at urban women with a taste for freshness, elegance, and everyday indulgence.

The task:
Create a campaign that makes premium quality feel personal – not distant or exclusive. It needed to be visually bold, emotionally rich, and instantly attention-grabbing.

The idea
“Président Bouquet” – a moment of indulgence, wrapped like a bouquet.
For you. From you.

This wasn’t just about taste – it was about a feeling.
A creamy expression of self-care, confidence, and quiet celebration – all served in a petite portion of fresh cheese.

Our visual twist? We transformed the product into a bouquet of pleasure – surrounded by floral motifs, soft fabrics, and a bold, feminine aesthetic.
And at the heart of it all: a striking lavender purple – a color chosen to command attention on the shelf, spark curiosity, and exude style.

The Execution
The entire campaign was designed around the bouquet-like nature of the product.

We blended food photography with elements inspired by fashion and lifestyle editorials:
– Intimate close-ups
– Color blocking
– Abstract florals
– Handwritten-style typography

The design system was modular and flexible, used across:

– POS displays that looked like gift boxes
– Social media content with affirming messages like “You deserve this.”
– Outdoor ads that popped from the urban landscape with elegant flair

The look was premium but relatable – emotional, never cheesy.
We played with contrast: delicate yet powerful, product-driven yet full of personality.

The result
The campaign was a resounding success:

+32% market share – a powerful indicator that emotional branding works, when it’s real and rooted in the audience’s world.

The message resonated – with consumers and retailers alike.

Président Bouquet became more than a product.
It became a moment.
A celebration of quality, femininity, and modern self-confidence.

A bouquet of taste.
A statement of style.

Client: Président
Agency: Strategies BBDO - Cairo
Copywriter: Ahmed Ghandour
Concept & Art Direction: Ahmed Ghandour