To drive relevance of and loyalty towards a 100+ year-old brand renowned for heritage and tradition amongst modern, young Arab women.


In a world where ‘untogethering’ – the fragmentation of former tight-knit, geographically-close, support networks – is an increasing threat, it has never been more important to ensure every effort is taken to bring our families together at Ramadan.


The campaign has exceeded all set targets: value share increased by 11% across GCC (vs 6% target); total GCC sales grew by 9% (vs 5.8% target) with UAE sales growing by 29% against a stagnant category.  Brand loyalty and brand love amongst our core target audience also increased well above the set targets.