The Success of ‘What if Taw?’ Marketing Campaign by TAWTAW Biscuits

Introduction: TAWTAW Biscuits, a newly introduced product from Egypt, brings a fresh perspective with its appealing and endearing name. The marketing team developed a unique advertising approach for the launch of their new strawberry pie, incorporating a new language called “TAWTAW language” into a catchy song.

Campaign Overview: The campaign, titled ‘What if Taw?’, was rolled out in December 2021 across Egypt, Libya, and Sudan. This innovative approach aimed to capture the attention of consumers in a playful and engaging manner.

Key Strategies:

1. Creative Concept: The campaign leveraged the invented “TAWTAW language” to create a whimsical and memorable experience for the audience.
2. Regional Focus: By targeting markets in Egypt, Libya, and Sudan simultaneously, the campaign aimed to maximize visibility and impact.
3. Product Highlight: The introduction of the new strawberry pie was a key focal point, emphasizing the uniqueness of the TAWTAW brand.