Golden sweetener is a Middle East winner

Sugared almonds and a gold-plated bon-bon dish are the key to potential new customers in the Middle East, according to Turnbull Ripley, which has designed marketing material for the launch of Delta Airlines’ Business Elite flights.

Accommodating Arab-Israeli sensitivities was high on the consultancy’s brief. Sugared almonds and gold-plated bon-bon dishes, apparently, illustrate this principle. ‘The association of gold with quality and a collective sweet tooth seemed to be the most unifying themes,’ says Turnbull Ripley senior designer Paul Dedman. Well, let’s see how that goes down in Gaza.

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