A global brand acting on a local insight leads to a campaign that helps Arab men "eat fearlessly" and was named an AdAge Top 5 Creative Campaign of the week

'The Unstainable Thobe' from Wunderman Thompson Dubai is the first-ever stain proof thobe, the iconic white robe often worn by Arab men, that features innovative stain resistant technology so they can enjoy their favorite foods and all the Heinz ketchup they want without fear of staining. Partnering with local tailors, designers and textile makers to figure out the best way to create this innovative fabric, after months of conceptual development our Dubai team and Heinz developed a high-tech protective barrier against ketchup and other types of stubborn stains that keeps thobes impeccably clean.

Unstainable Thobe case study
Our idea was not to use innovation for innovation's sake. We did it to connect Heinz to the region's pride in a relevant way. For a community that's brave under so many circumstances, being afraid of ketchup just didn't make any sense.

Pablo Dachefsky

Executive Creative Director, Wunderman Thompson Dubai

In a region where understanding local culture is key to driving relevance and preference, we knew we had the chance to bring Heinz, an international brand, closer to Arab people.

By carefully studying our audience, we spotted a marginal yet daily problem in life: in a region where it's common to wear white thobes, keeping the garment clean is very important. Many simply avoid eating specific foods like ketchup because they can leave nasty stains on a thobe.

We decided to turn this barrier into an opportunity to prove local relevance and increase brand love.

Heinz and Wunderman Thompson Dubai turned one of the most iconic pieces of clothing in Arab culture into an "unstainable" outfit that gives men the flexibility to enjoy their favorite dishes with all the Heinz ketchup they want, without worries.

The 'Unstainable Thobe' takes on the challenge of solving the dilemma of how to keep your thobe impeccably clean and enjoy food without worry.

We partnered with local tailors, designers and textile makers to create this innovative fabric, developing a high-tech protective barrier against ketchup and other types of stains.

The campaign's reach is now well over nine million and it has amassed over two million earned media impressions. It's been covered by media outlets around the world and was named one of AdAge's Top 5 Creative Campaigns for the week.

Most importantly, we inspired local people to talk positively about a brand that had little connection to this part of the world – resulting in a 61% increase of positive social sentiment.

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