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Ramadan is a month that brings people together. We all gather around the table for Iftar, indulging in sweet desserts, and immersing in the spiritual and reflective atmosphere that defines this month. It’s also a season where brands seek to resonate with audiences on a deeper level. They tend to blend emotional storytelling with creative marketing strategies.
In 2025, numerous brands are stepping up their game, launching impactful campaigns designed to capture the spirit of Ramadan while showcasing their products in meaningful ways. In this article, we’ll dive into some of the most compelling Ramadan campaigns of the year, and uncover which ones are likely to dominate the 2025 branding and marketing landscape.
B-Laban: We’re Sorry, We ROCK!
B-Laban’s 2025 Ramadan campaign kicked off with an “apology”; however, it isn’t the kind you’d expect. Starring comedian Akram Hosny, the ad shows him leading a press conference where he sarcastically apologizes for B-Laban’s success. From making people wait in long lines to embarrassing them with bizarre and controversially named desserts, and even expanding across the Middle East (but not Europe; coming soon though), the brand owned every so-called “inconvenience” like a badge of honor. Moreover, the ad wrapped up with the bold line: “اسفين علشان احنا في الحلو جامدين” (We apologize for being THAT good in desserts). This is NOT just an apology, it’s a victory lap that proves how B-Laban isn’t just in the game; they’re leading it.
Holw El Sham: Eh Ya Helw Da!
Holw El Sham has long been the go-to brand for ready-made batters and dessert mixes, because who really wants to whip up cake batter from scratch after a long day? With Holw El Sham’s mixes, it’s as easy as pour, bake, and voilà; dessert is served!
For Ramadan 2025, they turned things up a notch by teaming up with Ahmed Saad for a lively, can’t-get-it-out-of-your-head hit: “Eh ya Helw Da!” The ad bursts with vibrant summer colors, playful choreography, and a stunning model showcasing Holw El Sham’s various products. The clever twist?
The song’s double entendre praises both the model’s charm and the irresistible sweetness of Holw El Sham’s desserts; because in the song, both seem to have beauty that is hard to resist. This campaign nails it: catchy beats, clever wordplay, and a fresh, fun vibe that keeps Holw El Sham shining as the dessert MVP.
B-Laban: El Halawlawany Box
Looks like B-Laban isn’t done stealing the show, and no, I’m not biased (they’re just that good). This Ramadan, they’re not only “apologizing” for dominating the market, but they’re also dropping a fresh, quirky campaign. Enter comedy star Mohammad Tharwat, introducing a new B-Laban character: El Halawlawany; a dessert magician who transforms anything he touches into one of B-Laban’s irresistible Ramadan treats.
The ad’s playful storyline, paired with Tharwat’s comedic charm, had people racing to get their hands on the “Halawlawany Box.” This is a magically delicious mix of four brand-new Ramadan delights that B-Laban created. It’s clever, it’s entertaining, and it makes you crave dessert. Honestly, what more can we ask from B-Laban?
Spiro Spathis: Another World is Within It
Alright, hear me out. I know this one might feel a bit out of place among the usual “Ramadan campaigns,” but let’s give it the credit it deserves. Sure, Spiro Spathis didn’t exactly pass the Ramadan vibe check. Honestly, it feels more like a summer blockbuster ad; the kind that makes you crave an ice-cold soda under Egypt’s scorching hot days.
The ad itself is a visual treat, though. It showcases each Spiro Spathis flavor with sleek, still shots of the bottles. And the smooth, digital transitions; zooming into the bottle only to land in a completely different, vibrant scene, perfectly deliver the campaign’s core message:
“جواها عالم تاني” (“Another world is within it”). It’s clever, colorful, and refreshingly different.
But, let’s be real, wouldn’t it have been even better with a little Ramadan twist? Imagine Spiro Spathis making a guest appearance on every Egyptian iftar table, because let’s face it, iftar just wouldn’t feel complete without that fizzy, nostalgic kick. Now that would’ve hit differently.
Etoile: El Helw, Helw
Etoile’s 2025 Ramadan campaign hits right in the feels. It is blending the warmth of family gatherings with that irresistible sweet tooth we all experience. The ad captures the heart of the holy month, reminding us that, between life’s endless to-do lists and routines, we often forget the simple joy of coming together. Moreover, Ahmed Kamel’s soulful performance of “الحلو حلو” sets the perfect mood, celebrating how family time has this magical way of making life’s troubles disappear. Because, really, what’s sweeter than being surrounded by your favorite people (and maybe a nice plate of desserts from Etoile too)?
While the family acting might feel a bit staged in the ad (let’s be honest, not every reunion looks that picture-perfect), the concept itself nails the Ramadan vibe. Etoile effortlessly ties their products into the heartwarming message, proving that they got the Ramadan spirit and their audience’s attention greatly.
El Malky: Qalby Dak Dakka
El Malky’s latest campaign puts a sweet twist on Sabrine El Negeily’s classic “قلبي دق دقة”, swapping out the original romantic vibe for something way more delicious; desserts! With El Malky’s signature hot pink and dark blue splashed across the screen, Sabrine belts out reimagined lyrics, dedicating her heart (and taste buds) to their mouthwatering treats. The spotlight shines on two Ramadan showstoppers: the towering “Haram El Helw Kunafa” and the nostalgic “Tarboosh Kunafa”. The campaign succeeded in delivering a certain message by using this specific song. A message that says who needs a male lead when you’ve got dessert this good? The whole ad bursts with energy, charm, and that irresistible feeling that your heart might just beat a little faster for El Malky’s sweets too.
Exception: Halawiyat Exception Hatwadik Fe Heta Exception
Exception desserts have built a sweet reputation in Egypt; and for good reason. Their variety never fails to impress, and this Ramadan, they’re going all-in on nostalgia with traditional, soul-warming treats that bring back the classic Ramadan vibes we all crave.
This year’s ad takes a playful turn, showing a family gathered after Iftar, calling each other over for dessert. The magic kicks in when one family member takes a bite of an Exception dessert, and suddenly, he’s floating like Spider-Man. Another takes a bite and transforms into a cowboy. Each dessert launches them into a new, whimsical persona, all reinforcing the campaign’s core message: Exception isn’t just dessert; it’s a ticket to a whole new world of sweetness that are the “Exception” of them all.
While the idea had serious potential, the execution felt a little off. That is because the acting didn’t quite land, which took away from the magic. In my opinion, with smoother execution, this ad campaign could’ve been a Ramadan classic that would’ve received a 10/10 rating.
Friday Ice-Cream: The Most Delicious Ice-Cream!
Talk about vibrant colors and summer vibes, Friday Ice Cream’s Ramadan 2025 campaign nailed the look and feel of the perfect ice-cream dream. But if you heard the ad on the radio without seeing it, you’d probably have no clue it was about ice cream. Why? Because Ahmed Saad and Mai Omar’s song, while undeniably catchy, doesn’t exactly scream “Hey, we’re selling ice cream!” It’s more like a fun summer bop that forgot to mention the whole point of the ad. Sure, the tune sticks in your head, but it misses the Ramadan spirit and, more importantly, any clear connection to the brand. A little name drop or a mention of those delicious flavors wouldn’t have hurt. After all, what’s the point of a great brand ad if no one remembers what it’s actually selling?
Final Thoughts!
Nailing the art of making food and drinks look irresistible during Ramadan is a must for any brand that wants to stand out. Top brands this season knew exactly how to grab attention and deliver their messages flawlessly through showing off some of their mouthwatering products or simply bringing in A-list stars for a comedic twist. Got a campaign that stole your heart or had you humming its beat on repeat? Drop a comment and let us know which one’s your Ramadan favorite!
