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.
Mandolin Ramadan Campaigns
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.
مالقناش احسن من " بيومي فؤاد " الراعي الرسمي لرمضان، يقولنا سبب مندولين الصباعين! اتفرجوا على الاعلان اللي انتو عملتوه بأفكاركم 🙂 #صباعين_ليه
Posted by Mandolin Egypt on Tuesday, 21 June 2016
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.
فاكرين لما عملتوا كده؟ مبسوطين انتو كده!!!طب استنونا بقى قريب، قريب اوي يعني، عشان نشوف ايه اخرتها معاكم!
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.
كفاية تقاليع بقى ونبي! #قدرها
Posted by Mandolin Egypt on Thursday, 1 June 2017
Dice Underwear Ramadan Campaigns
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.
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.
Posted by DICE Underwear on Saturday, 3 June 2017
Know more at ➤ Dice Ramadan campaign doesn’t need advertising
Etisalat Ramadan Campaigns
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.
طول السنين اللي فاتت.. كان لينا الشرف نكون جزء من حياة 30 مليون مصري #تخيل_بكرة
Posted by Etisalat Misr on Sunday, 5 June 2016
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.
عشان بكرة هيبقى أحلى لو كل واحد فينا عنده حلم مسك فيه وحققهاتفرج على فرحة حمزة لما ساعدناه ياخد خطوة في تحقيق حلمه انه يبقى رسام كبيرانت كمان احلم و #امسك_في_حلمك
Posted by Etisalat Misr on Wednesday, 7 June 2017
Vodafone Ramadan Campaigns
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.
العيلة مش بس قرايب دي جيران و صحاب و حبايبمهما عيلتك كبرت هنجمعك بيهمكل سنه وانتم طيبين ..رمضان كريمڤودافون قوتك في عيلتك#العيلة_الكبيرة
Posted by Vodafone Egypt on Monday, 6 June 2016
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
مفيش زي فرحة أول مرة….خلي رمضان فرحة ليك وللحواليكڤودافون…فرحتك قوة#فرحة_أول_مرة
Posted by Vodafone Egypt on Saturday, 27 May 2017
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.