The Unstainable Thobe

By carefully studying our audience, we spotted a marginal yet daily problem in life: in a region where it's common to wear white thobes, keeping the garment clean is very important. Many simply avoid eating specific foods like ketchup because they can leave nasty stains on a thobe.

We decided to turn this barrier into an opportunity to prove local relevance and increase brand love.

Heinz and Wunderman Thompson Dubai turned one of the most iconic pieces of clothing in Arab culture into an "unstainable" outfit that gives men the flexibility to enjoy their favorite dishes with all the Heinz ketchup they want, without worries.

The 'Unstainable Thobe' takes on the challenge of solving the dilemma of how to keep your thobe impeccably clean and enjoy food without worry.

We partnered with local tailors, designers and textile makers to create this innovative fabric, developing a high-tech protective barrier against ketchup and other types of stains.