The Ramadan period has become a marketing battleground, with brands spouting similar messages of compassion, togetherness and bonding. Lipton Yellow Label, while a market leader in KSA, has typically seen sales dip during the Ramadan period as consumption occasions reduce.

The brand realized that in order to stay relevant in this period, a simple consumption-oriented message wouldn't suffice; it was necessary to build an emotional connection with consumers by recognizing the significance of Ramadan in their lives.

The challenge was to find a uniquely Lipton way of doing this.

The brief was to use the occasion of Ramadan to increase both sales and brand relevance.

The brand associated with charity organizations in UAE, KSA and Egypt and donated the proceeds to them.

The challenge was to generate awareness and get consumers to know about and buy the black & white pack so that the amount would increase. Since we were not using TV, the best way to get reach was through digital channels and in-store/on-ground.

For digital, we created a special film that changed from colour to black & white in key

scenes to emphasize our message.

While this film was at the heart of our digital communication, it was supported by other digital & social assets such as YouTube pre-rolls, Facebook and Instagram posts and Twitter. We also had page takeovers of prominent websites such as shahid.net, gulfnews.com and khaleejtimes.com and programmatic targeting on mobile to increase reach.

We created a hashtag #Bethecolour to encourage interaction and conversation about the topic.