Available in Saudi Arabia, Sudan and Egypt, Shams is a 100% pure sunflower oil for cooking and frying. It is aimed at consumers aspiring to lead a healthier lifestyle and provide better choices for their families. Shams is establishing its brand by owning the health platform as a “light on stomach” cooking oil. It has been successfully adopted by its target consumer, who is young, educated and keen to make health-conscious choices.



  • 2014

    Roll-out of the Shams soft launch in Sudan, through a trade push and consumer and retail activations. The campaign was supported with a competitive price mix.

  • 2016

    Shams launched into the Sudanese market with a heavy nationwide ATL campaign. The tagline of the campaign was “Aklek ahly wa akhaf.” The campaign is anchored by a TVC focusing on the benefits of sunflower oil and Shams’s ability to deliver tasty yet light meals.

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