For brands in the GCC and wider Arab world, Ramadan is more than a sales season, it’s a cultural moment when audiences are highly engaged and receptive to storytelling that reflects family, community and shared values. Over more than a decade, certain campaigns have stood out for their creativity, emotional resonance, and digital impact.
1. Coca-Cola Ramadan campaign – 2015
A well-known and authentic Coca-Cola Ramadan spot that resonated widely in the Middle East is the 2015 “Labels Are For Cans, Not People” campaign. In this creative, Coca-Cola removed its signature logo from cans and used a social-experiment style video to promote tolerance and unity during Ramadan — a powerful cultural message that made it memorable in the region. This video captures the key idea of the campaign — encouraging people to look beyond surface judgments, a value particularly meaningful during the month of reflection and community
Watch the real Coca-Cola Ramadan 2015 campaign here:
2. Vodafone Egypt – “Big Ramadan Families” (2016)
A classic that captured the spirit of togetherness, this musical-style ad featured colorful choreography and a mix of generations celebrating Ramadan together. It topped YouTube leaderboards for months in 2016 and helped set the benchmark for regional Ramadan ads that combine family values with strong storytelling.
Watch on YouTube:
3. Zain Group – “Let’s Sing” (2016)
Another hit from Ramadan 2016, this upbeat anthem celebrates Eid and Ramadan cheer with song and dance. Zain’s campaign blended festivity and cultural pride, earning widespread views across MENA.
Watch on YouTube:
4. Etisalat / Orange Egypt – Epic Ramadan Storylines
Over multiple years, Etisalat and Orange have used emotionally charged narratives and music with regional stars like Nancy Ajram and Hussein Al Jasmi, creating ads that aren’t just commercials but cultural moments during the Holy Month. Etisalat’s 2021 campaign featuring Nancy Ajram drew over 40 million views, turning it into one of the top Ramadan ads of the year.
Watch on YouTube:
5. Almarai – YouTube-First Ramadan Approach
While not a single “classic ad,” Almarai’s innovative YouTube-centric Ramadan campaigns reimagined how food brands engage audiences during the month — pairing context-aware creative placements with show sponsorship and family-focused storytelling. Its campaign reached nearly 30 million people across the MENA region, showing how strategic YouTube use can elevate impact.
Watch on YouTube:
