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When your brand is the first of its sector to take the step, it is a plus. The idea of being the first or taking the initiative gives you an edge because you’re the first one to take the step. What I mean is, when a brand launches a campaign about a certain season or topic before its competitors do, it gains an edge and helps the campaign reach a large share of its target audience. Let’s focus on the El Abd Eid campaign because it’s the first brand in its sector to launch a campaign about El Eid.
Launching Eid with a New Flavor
The El Abd Eid campaign was the first in the creative field to talk about El Eid. The campaign focused on El Abd making a new product, which is Kahk with coffee flavor. It is something new to the market, and it is smart to introduce a new product, especially when it is related to the upcoming season. Timing is key, and El Abd chose the correct timing to publish its latest campaign and introduce its new product. This is a lesson to many brands to always take the first step in the market and to take the leap and introduce new products based on market demand.
A Strategic First Move for Eid
The El Abd campaign direction was funny, cheerful, and relatable. The campaign focused on the idea of the older generation accepting new things. The campaign featured Mohamed Radwan, Intsar, Gihan El Shamashergy, Moataz El Demerdash, and Ahmed Malek. All celebrities represented the older generation, except Ahmed Malek, he was representing future generation who prefers to try new things. The idea hammers on real-life insight because nowadays, the old generation they don’t like change, yet future generations are the ones who like to try new things. The campaign tone is humorous and reflects real-life debate between the old and new generations.
A Comedic Take on Generational Differences
The choice of the actors was smart. Celebrities in the ad made the messaging clear, and how the age gap and difference between generations sometimes happen. The campaign took a comedic direction. The tone was funny and cheerful, which also resonates with the Eid season. The new product is controversially presented in the campaign because most of the actors didn’t prefer the new product, and one actor only tried it, which shows that the brand already knows that the product might raise some controversy between old and new generations. The idea as a whole is smart and shows how the brand already knows how the market might perceive the new product.
A Narrative That Invites Opinion
Another dimension that strengthens the campaign is the way it turns a product launch into a conversation rather than a direct promotion. Instead of simply presenting the new kahk flavor as an upgrade, the narrative builds a situation where the characters react to the idea with hesitation, curiosity, and humor. This storytelling approach keeps the audience engaged because it mirrors the way people usually respond to unfamiliar food combinations. By allowing the characters to question the product, the campaign indirectly invites viewers to form their own opinions. The debate itself becomes part of the entertainment, which makes the advertisement memorable and encourages audiences to discuss it beyond the screen.
Overall, the campaign delivers a light and engaging message while introducing a new product in a way that feels natural and entertaining. By combining humor, relatable insights, and recognizable personalities, the brand succeeds in creating a conversation around the idea of trying something different during the Eid season. The ad not only promotes a product but also reflects a familiar social dynamic between generations, which makes the message more memorable. Through this approach, the campaign reinforces the brand’s ability to stay relevant while still celebrating the traditions that audiences associate with Eid.
