A taste you can hear.
To launch Mliha Crunchy we chose an impossible‑to‑ignore sensation: the sound of the first bite. Crunchiness becomes the signature of the whole range.
Make mouths water before the reveal.
El Benna elli Tesma3’ha is a sound instantly recognisable. We made it the engine of the launch: spark curiosity by ear, then give that crunch a face with cheese nuggets, escalope and popcorn.
Each product finds its place in one tasty soundtrack. Repeating the sound links the films and makes the Crunchy identity clear; the invitation to explore the range extends that desire into participation.
Lend an ear.
Before showing the range, we let the distinctive crunch be heard. The crunch becomes Crunchy’s first recognisable cue.
Each product has its own rhythm.
Three products, three twists on the same idea: put crunch at the forefront so the promise is understood with the ears as well as the eyes.
Passing the baton to the community.
After creating desire, the campaign opens up participation. The audience can take over the discovery instead of just watching.