Listen to this article
When B.Laban launched its bold “apology” direction in Ramadan 2025, it didn’t just drop an ad that became the talk of the town; it shifted the tone of Ramadan marketing in Egypt.
In 2026, the brand returned for its second Ramadan running with a sharper, more confident execution, proving that reverse psychology wasn’t a one-off stunt for one year; it is a strategy for more years to come.
B.Laban Flipping the Narrative, Again!
Building on last year’s footsteps. B. Laban flipped the narrative of the campaigns that we expected and went beyond all expectations.
Instead of thriving on emotion, family gatherings, and heartfelt jingles, B. Laban chose a completely different point of view: confidence wrapped in humor.
Featuring Akram Hosny and Mostafa Gharieb in a dramatic/sarcastic scene and a strong message.
Last year, they went with, “Sorry for raising the bar too high.” And this year, they went even bolder with “We’re sorry, but we’re still killing it.”
Reverse Psychology: Mastered
The story in the ad hides many subliminal messages, with last year’s brand figure refusing to come back, making a nod to the backlash the brand faced last year, just after their Eid al-Fitr campaign.
Instead of ignoring the criticism, the brand uses it as part of the story. Rather than defending themselves directly, B. Laban lets the drama play out in a humorous way. The ad reveals that nothing slowed them down.
Customers still showed up. The queues remained. The demand grew even bigger than before. Finally stating, “We’re sorry, but we became even greater.”
It’s bold, but it works, and that’s reverse psychology mastered.
When Confidence Leads the Strategy
Amid the backlash, B.Laban remained focused on one mission: staying relevant while setting the standard for others. This mission was present in this Ramadan’s campaign. The brand sends a clear message without saying it directly that they are still here, competing, and reflecting their brand identity.
While most dessert brands chose to compete through beauty shots and new flavor launches, B.Laban chose to compete through confidence and brand authority.
