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In the MENA region, it is known that Ramadan is more than a month on the calendar. It’s what we call a complete shift in the lifestyle. There are several changes that we go through in Ramadan. For example, priorities change, daily routines change, and even the way that people consume and perceive content.
For brands, Ramadan creates an opportunity made of gold to connect in ways that are very meaningful. But there’s a catch when it comes to timing and idea implementation in Ramadan. It is a matter of when you launch an ad and what that ad is about. And this guide is all about what Ramadan ads should do in terms of both.
Timing: The Early Bird Advantage
Launching weeks before Ramadan is not the smartest move. However, with days apart, you can leverage a window depending on your brand’s industry. For example, an F&B brand like Breadfast that is all about shopping for food, groceries, personal needs, and more could leverage that early bird window just like they did.
This year Breadfast started the Ramadan ad marathon by delivering their key message in a fun and brilliant way. A way that showcased how Breadfast is ready for Ramadan, and if you want to get any shopping done without the hassle of facing crowds, Breadfast is your ultimate solution.
This is when it is safe to say that brands that appear early tend to position themselves as helpful companions in the Ramadan planning journey. Early campaigns are good, as they help build brand awareness and anticipation. However, if you go too early, you risk feeling out of touch with your campaign. And that is why timing will always matter in Ramadan marketing.
The Risk of Being Too Late
Waiting too long can be as risky and dangerous as jumping in too early. Ramadan is known to be a crowded advertisement season of the year. Every brand tends to compete for attention at the same time.
NBK’s campaign in Ramadan 2021 was a fine demonstration of being late. Was it not successful? It was. However, we think the brand should’ve launched the campaign when all the banking sector had the spotlight and not at the end of Ramadan when it could’ve flopped.
That is why if you come in late to the marathon, you may find that audiences have already picked their favorites or even simply tuned out. Campaigns are not only made to be brilliant but also to be released at the right moment. Because the wrong moment can easily make or break a campaign.
The Power of Values in Ramadan
Values in Ramadan are a sacred aspect of the month. Get out of the respectful values frame, and you’ll find yourself facing an audience backlash. One that won’t allow your brand name to be positively remembered. And what’s worse than a negative brand recall impression in a month that is filled with memorable ads?
An ad that demonstrated such fallouts would be Cottonil’s 2019 Ramadan campaign. From words to ad choreography to execution, all led to one thing: we remember the ad, but we never liked the fact that it was released in Ramadan. A holy month deserves respect, and Cottonil failed to deliver that. Another example would be Juhayna’s Dondou campaign.
A campaign that was creative in idea but wasn’t a nice alignment in Ramadan. Some even said it shouldn’t be in or out of Ramadan because of the implications the ad had. Additionally, there is the example of the 2025 Friday Ice Cream ad.
One that contained weird implications that audiences perceived as vague and disrespectful. The moral of that long story? As creative as your idea may get, Ramadan has limits. Ones of value and respect of this holy month and what should be broadcasted during it.
Final Thoughts
Ramadan timing and idea implementation should always be strategized. Because if you have a nice idea but it doesn’t align with Ramadan values, it won’t make it far or could be the black spot in your portfolio.
Timing is also necessary. If you time it wrong—too early or too late—you lose your chance to position or even expose your brand to the right target audience. That is why your Ramadan strategy should be planned ahead but without compromising the opportunities that Ramadan provides brands with.
