As the moon, we're always here.
Juan Valdez stayed present through Ramadan in Egypt, Qatar and the UAE with posts in which coffee-cup stains trace the phases of the moon, under the line 'As the moon, we're always here'.
- Brand
- Juan Valdez
- Agency
- Inside Studio
- Market
- Egypt, Qatar, UAE
- Region
- MENA
- Year
- 2024
The challenge
Coffee drinking falls during fasting hours in Ramadan, but Juan Valdez wanted Muslim customers to feel the brand was still with them through the month, even while they were drinking less of it.
The idea
Inside Studio used the ring a coffee cup leaves on a table as the moon: across the month the stain moves from the crescent that marks the start of the lunar month through the full moon and back. Posts carried lines such as 'The moon never stands still... And we're with you in every phase', and an animated version lined up the phases beside a full cup. The series closed with an Eid post: 'Eid Mubarak. Welcome back! We've been waiting for you.'
Case study source: Ads of the World Source ↗
