90 YEARS BIRTHDAY

For generations, Oulmès has been a beloved staple on Moroccan tables. In 2023, the brand celebrated its 90th anniversary, using this milestone to refresh its image and connect with new audiences.

Despite its rich heritage, Oulmès was often perceived as a brand primarily favored by older generations. The challenge was to shift this perception to resonate with all Moroccan generations.

90 years old is usually labeled as outdated and irrelevant. However, this milestone represents resilience and timelessness “Especially for a brand” — a true embodiment of iconicity

For Oulmès’ 90th anniversary, we launched a nostalgic yet fresh campaign that took viewers on a journey through the decades, illustrating how while times may change, Oulmès remains ageless and a symbol of enduring youthfulness and vitality. Through a 60-second film set to a subtle re-arrangement of the classic “Happy Birthday” tune, we honored the brand legacy, while reinforcing its commitment to being a staple in Moroccan culture for generations to come.