Ramadan is in full swing, and brands are showing us that there can be a steep learning curve when it comes to attracting and pleasing consumers during the holy month. Think Marketing takes a look back to see just how much some brands have learned from last year, and how they have evolved.
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Mandolin Ramadan Campaigns
Ramadan 2016
Mandolin threw it out of the park with last year’s Ramadan advertisement, creating a witty and light-hearted ad on why they made a two-fingered chocolate bar.
https://www.facebook.com/MandolinEgypt/videos/638502179639575/
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While the ad was positively received, there were people who did not approve of the brand and its placements. A Facebook user posted on social media complaining that Mandolin, a chocolate bar by Cadbury, should not share the same fridge as other international and more expensive chocolate bars, like other Cadbury bars.
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Ramadan 2017
In response to the negative feedback that grew from the post, Mandolin took a step forward to determine the underlining issue. The brand fought back with a campaign to appreciate the classic things in life, such as Mandolin which has been in the market for over 20 years.
Know more ➤ Mandolin strikes again!
The chocolate bar manufacturer released a video for this Ramadan, discussing the new trends in desserts, such as Red Velvet Konafa, and that people are currently forgetting about classic desserts and not appreciating them and their place in our lives.
https://www.facebook.com/MandolinEgypt/videos/819009778255480/
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Dice Underwear Ramadan Campaigns
Ramadan 2016
2016 was the year for the Egyptian Consumer Protection Agency (CPA), banning a dozen ads due to different violations. Dice Underwear was one of them. Having been banned by the CPA, for several sexual innuendos that encourage and justify marital infidelity, they were given 24 hours to remove the ads from airing on TV.
The ad has since also been removed from the brand’s official YouTube and Facebook pages.
Ramadan 2017
Learning from their mistakes and moving away from the classic style of advertising that many clothing ads use, Dice Underwear has separated itself from last year’s controversy.
For this Ramadan, the clothing manufacturer stepped out of the traditional stylings of clothing ads, and found a winning formula in a light-hearted satirical comedy series of ads.
https://www.facebook.com/DICEunderwearegypt/videos/1965244367025200/
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Know more at ➤ Dice Ramadan campaign doesn’t need advertising
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Etisalat Ramadan Campaigns
Ramadan 2016
Etisalat continues to battle it out against Vodafone for the best Ramadan campaign and advertisement. Last year, Etisalat released their Imagine Tomorrow campaign. The campaign was positively received except for when it came down to its publish date.
Imagine Tomorrow was noted by many as a Summer campaign rather than a Ramadan campaign, it did not have any of the traditional themes or storylines that come with the holy month, even though it was released the day before Ramadan.
https://www.facebook.com/etisalatmisr/videos/10153964462484667/
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Interested? ➤ Etisalat Imagine Tomorrow: most colorful yet irrelevant Ramadan-ish campaign
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Ramadan 2017
Etisalat Misr continued on with their Imagine Tomorrow theme, celebrating their 10th year anniversary at the same time. The 10th year anniversary video was very similar to 2016’s ad, but tried to strengthen the focus on building for the future.
Learning from last year, the telecommunications provider also included several new ads to its Ramadan campaign. To provide a more personal and uplifting campaign, Etisalat created a series of videos in which they help creative children.
https://www.facebook.com/etisalatmisr/videos/10155066544134667/
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Vodafone Ramadan Campaigns
Ramadan 2016
2016 was a big year for Vodafone, their Ramadan ad shattered a Ramadan record, and was titled as one of the most shared ads of the year.
Their ad, inspired by the famous El Leila El Kebira, became a phenomenal success. While successful, the ad soon became a target for the overuse of celebrities in advertising during Ramadan. Many shunned and became angered or disappointed at Vodafone’s choice to spend an excessive budget for the ad’s 11 celebrities.
https://www.facebook.com/Vodafone.Egypt/videos/10153710692433437/
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Ramadan 2017
In order to avoid the same negative feedback from last year’s Ramadan ad, Vodafone planned ahead. At the start of Ramadan, Vodafone posted a video for their foundation, in which they were helping the blind and visually impaired. This was received with a lot of positive feedback.
Know more here ➤ Vodafone spreads joy to the blind this Ramadan
https://www.facebook.com/Vodafone.Egypt/videos/10154680074308437/
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While people saw this heartwarming ad, Vodafone then posted their annual celebrity filled musical ad. The change in feedback was clear. By starting the advertising season with a caring CSR campaign and ad, they were able to avoid negative feedback on their extravagant use of budget for celebrities.
