Harley’s, one of Iran’s most distinctive and high quality sauce brands, introduced a new flavor: Magic Garlic.

The campaign was developed across digital, in-store, and internal touchpoints to introduce the product with a strong and differentiated personality in a highly competitive and familiar flavor category.

Garlic holds a special place in Iranian cuisine; bold, expressive, and recognizable. Building on this strong love for garlic, we developed the campaign around a “WANTED” concept aligned with Harley’s Outlaw archetype.

The product was presented as a rebellious character; irresistible, slightly dangerous, yet undeniably desirable. Dark, atmospheric visuals reinforced this tone, creating a world where Magic Garlic was not just a flavor, but a persona with attitude.

The campaign launched Magic Garlic with a distinct and memorable identity, setting it apart from conventional category communication while reinforcing Harley’s bold brand character across all touchpoints.