Tambour Marks 90 Years With Emotional Israeli-Themed Music Campaign
Tambour, an Israeli company specializing in paints, coatings, and advanced building materials, has launched a significant marketing campaign to commemorate its 90th anniversary. The campaign, with an investment of approximately 4 million shekels, features a new original song and music video by musician "Jimbo J" (Omer Hebron), known for his unique artistic style. The song weaves together themes of colors, collective Israeli memories, and iconic moments from the country's history, under the slogan "Israel's Color for 90 Years."
The campaign aims to differentiate Tambour from competitors by highlighting its deep connection to Israeli identity and culture, evoking feelings of identification and closeness to its values. The marketing effort, managed by the McCann advertising agency, spans multiple platforms including billboards, radio, digital, and television.
Sharon Bruckner, who joined Tambour four years ago and was appointed Marketing Vice President a year ago, has been instrumental in driving strategic marketing initiatives, including this anniversary campaign. Bruckner previously spent 12 years in senior roles at major Israeli advertising agencies and led marketing and digital communications for Partner Group, where he launched Partner TV.
The strategy behind the campaign builds on Tambour's brand language since 2023, emphasizing its role in Israeli life, from homes to national infrastructure and advanced industries. While Tambour is a leader in various construction materials, its brand is strongly associated with paint, leading to the tagline "Israel's Color." The 90th-anniversary campaign sought to amplify the emotional aspect, with Jimbo J chosen for his talent and representation of Israeli values. The campaign was developed over two months, resulting in a song and video that visually traverses Tambour's color palette and iconic Israeli moments.
Bruckner noted the campaign has received overwhelmingly positive feedback, with social media users expressing delight and engagement. The campaign's success was measured by the social discourse it generated, rather than direct sales, aligning with its objective as a brand-building initiative.
