Ramsey Naja is chief creative officer at JWT MENA
“A couple of decades ago, the supermarket, that beast of hyper-convenience and cheap bundled deals on household brands, did something few people expected. It bit the hand that fed it. It was the moment when the “supermarket own brand” was born, and the moment CMOs took a liking to Valium. The Own Brand, you see, was supposed to be marketing’s own version of the neutron bomb. Copycat products, with quality control, for much less than you normally pay for to
get your whites whiter than apartheid’s wish.
Somehow, however, the whole thing kinda petered off. Not only did brands wage the kind of fightback that would make Arnold Schwarzen
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