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During Ramadan, brands pull out all the stops with creative campaigns, hoping to leave a lasting impression. But let’s be honest, not every ad is a winner in the Ramadan race of 2025. Some miss the mark so badly that they spark controversy, confuse audiences, or just make you wonder, what were they thinking? In this guide, we’re diving into the biggest Ramadan ad campaigns that kind of turned into a mistake in 2025. We will break down what went wrong, how people reacted, and why these campaigns ended up in the marketing hall of shame. Ready? Let the Hunger Games begin!
Friday Ice Cream: When a Brand Forgets to Market for their Product
The food and beverage industry thrives during Ramadan, but a great ad needs more than just vibrant colors and catchy choreography; it requires a strong concept and clear execution. Friday Ice Cream’s campaign, featuring Mai Omar and Ahmed Saad, had the visuals but missed the mark entirely.
The biggest issue? The brand name and even the word “ice cream” were nowhere to be found. If you closed your eyes and only listened, you’d have no clue what was being advertised. Worse, the lyrics had unintended double entenders. This made things even more confusing. People couldn’t help but recall Amr Mostafa’s meme-worthy reaction: “FE RAMADAN?!” Lesson for marketers? Make the brand name clear and avoid cryptic messaging. While the aesthetics were on point, a campaign without a solid idea is bound to eventually drown.
Cottonil: If You’re Marketing for Clothes, WEAR THEM
The first thing that stood out to viewers when watching Cottonil’s latest ad was? Razan Maghrebi, the star of the commercial, isn’t wearing a single Cottonil product. Yes, the background models and dancers are dressed in the brand’s items, but Razan’s song insists that she does nothing but wear Cottonil, which was quite the contradiction.
Visually, the colors did in fact align with the brand’s identity, but the execution was, in many’s opinion, a failure to launch. The song, the choreography, and, most importantly, the failure to showcase the actual product left viewers unimpressed. Meanwhile, Dice, Cottonil’s competitor, stole the spotlight with a campaign that was not only fun and creative but also effectively highlighted their product’s comfort. Advice from the marketing-wise? If you’re advertising clothing, make sure your lead is actually wearing it.
B-Laban: Dissing Competitors Will Only Make Them Stronger
B-Laban led two successful Ramadan campaigns but kind of failed to strike a hat-trick announcing their new Kahk El Eid. What started as a heartfelt “thank you” to everyone involved in making Kahk took an unexpected turn when they unveiled their slogan: “الكبير نزل بكحكه والتاريخ هيبقى تحته” (Translation: “The boss’s Kahk is here, and history is now beneath us.”)
Sounds bold, right? The problem? “History” was clearly a nod to El Abd, one of Egypt’s most beloved Kahk pioneers. Instead of cheering for B-Laban, audiences rallied behind El Abd, calling the campaign disrespectful. Social media flooded with sarcastic “thank yous,” with some even jokingly requesting El Abd’s hotline number! A lesson to be taught? Always respect your competitors because a strong campaign is one that uplifts a brand and does not try to tear others down. Instead of overshadowing El Abd, B-Laban unintentionally reminded people where they actually wanted to buy their Kahk.
Bazooka: Fasting and Fever Dreams Don’t Mix
If you know Bazooka, you know it’s Egypt’s top KFC alternative. It has great offers, bold flavors, and is considered a fan favorite for fried chicken lovers. But in Ramadan 2025, their ad had us blinking rapidly instead of craving a meal.
Starring Oka and Ahmed Shiba, the commercial felt like a chaotic dream sequence gone rogue. One second, they’re in a boxing ring. Next, they’re on a plane. Then suddenly, boom! Someone in a chicken costume is holding a press conference. It got viewers scratching their heads and asking, WHAT is going on?!”
Advice for Bazooka’s marketing team? During Ramadan, people are already low on energy from fasting, and believe me, the last thing they need is an ad that feels like a fever dream. Keep it fun, but make sure it actually makes sense!
Fresh: Too Much “Farfasha”
Fresh for Home Appliances is known for its catchy songs and fun dances that showcase their products. The company is also known to feature Ruby as their brand’s ambassador. Singing fun songs, the campaigns for Ramadan are always awaited from Fresh. However, in 2025, things took a 50/50 turn with their new ad campaign. The ad featured Ruby and Nelly Karim dancing and showcasing Fresh’s products through a tune of “Farfeshna el Farafeesh” (we bring joy to the joyful).
In my humble opinion, it wasn’t the worst of songs, and it was fun to listen to. However, the ad received 50/50 rates for some loving it and others hating the fact that such a song could get stuck in their heads for a while. Also, some people preferred the fact that last year’s Fresh campaign included Ruby and Dina El Sherbiny instead of Nelly Karim. Tell us to which party you belong. Is it a yay or nay ad?
ELARABY Group: A Good but Pain-Triggering Ad
It’s not that I don’t like paying tribute to mothers and caring for them deeply; however, some people found ELARABY Group’s new “Ramadan Means Mama” campaign painful to watch. That is because the ad focuses on how Ramadan will never be complete without the presence of our mothers. But did the campaign makers stop for a second and think of those who lost theirs and won’t be able to spend any other Ramadan with them?
Did they take into consideration orphans who will never know the feeling of warmth that the ad provides people with? I don’t think so. And as much as I love the gesture of appreciation for mothers, I wasn’t exactly on board with the idea, as some did perceive it as “insensitive” and “pointless.” Because guess what? Nearly everyone is thankful for their mothers. Advice to the marketing team? Put in mind when creating a campaign that some people get triggered and may feel bad watching an ad that reminds them of the people they lost or never had.
Marketing Lessons Learned from the “Ramadan Means Mama” Campaign
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Consider Emotional Sensitivities
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While heartfelt campaigns can create strong emotional connections, they must also consider audiences who may have experienced loss or trauma. Messages that evoke nostalgia or gratitude should be carefully framed to avoid unintentionally alienating or upsetting certain groups.
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Inclusivity in Messaging
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A successful campaign resonates with a broad audience. By acknowledging diverse experiences—such as those who have lost loved ones or never had them—brands can foster inclusivity and ensure their messaging feels thoughtful rather than exclusive.
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Audience Segmentation Matters
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Different demographics interpret messages differently. Testing campaigns with a diverse focus group before launch can help brands identify potential misinterpretations and adjust their approach accordingly.
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Emotional Impact vs. Brand Perception
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Sentimental ads should strike a balance between emotional storytelling and a universally uplifting message. While honoring mothers is commendable, making Ramadan seem incomplete without them might unintentionally cause distress, which can negatively impact brand perception.
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Feedback and Adaptation
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Brands should actively monitor audience reactions and be prepared to respond. If a campaign generates mixed feedback, an agile marketing approach—such as releasing a follow-up message or alternative content—can help maintain brand integrity and public goodwill.
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Empathy-Driven Marketing
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Campaigns should evoke positive emotions without unintentionally causing pain. Marketers should ask: Does this message uplift and unite, or could it isolate and sadden some viewers? An empathetic perspective ensures that the brand’s intention aligns with audience reception.
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To Wrap Things Up!
Ramadan ads are meant to be memorable, but not for all the wrong reasons. In 2025, we saw brands struggle with missing product mentions, chaotic storytelling, and messages that kind of backfired. Whether it was Bazooka’s fever dream, Cottonil’s outfit contradiction, or B-Laban’s accidental free promo for El Abd, these campaigns prove that creativity needs clarity and respect. Lesson learned? Keep it fun, keep it smart, and most importantly, make sure people know what you’re selling. Now, tell us, which of these ads had you the most confused?
