Pyrex, the original French brand of oven cookware owned by ARC International, had been officially absent from the Iranian market for over 30 years and although retaining good levels of brand awareness, the brand name Pyrex had become a generic name for all brands of oven cookware. The market had also been flooded by a huge variety of imported and locally produced, lower quality, competition brands. Not only did Pyrex need to re-launch after such a long period of absence, the brand also needed to differentiate itself from the numerous competition in order to reclaim the brand name as its own.
After a competitive pitch process, PGt was proud to be picked as the agency of choice to work with ARC Internationals UAE & France based offices for the 360°project. Our international business acumen, coupled with a strong knowledge of local culture, proved to be the winning combination for such a large scale campaign, including Creative, ATL (Media Buying), BTL (Online & In-Store, one-on-one presence with POSM and human components), and PR elements.
Focusing in the Shush Bazaar in Tehran (the main business hub for glassware products in Iran), but also encompassing national coverage, PGt generated an incredible creative, and emotional, campaign driven by clever copy elements. The campaign was led by the campaign slogan, “Not every glassware is Pyrex” (Har zarfe shishei Pyrex nist), which was inspired by the popular Persian saying, “Not every circle is a walnut” (Har gerdi gerdou nist). The campaign further positioned Pyrex as the original French made brand by asking people to “Ask for the original” (Asl ro bekahain).