Comfort Chronicles.
A Khaliji-style soap opera made for social media, starring a bottle of Comfort Royal Amber with a face, that ran for two Ramadans and pulled other Unilever brands into its plot.
- Brand
- Comfort
- Agency
- PHD UAE
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2025
The challenge
Comfort's case film for the first season likens the fight for attention during Ramadan to the Super Bowl's. In Ramadan 2024 the brand had a limited-edition fabric softener, Royal Amber, to sell.
The idea
Comfort Chronicles is a melodrama series starring Malika, a Royal Amber bottle given eyes and a mouth with face filters. Season 1, in Ramadan 2024, ran as 13 TikTok episodes made with a creator. Season 2, in Ramadan 2025, brought in two more Unilever characters, Jazz (Jif) and Omar (OMO Arabia), a forbidden love story and a parody of a character from a trending Ramadan series, across ten episodes, recaps and five behind-the-scenes videos. It was the brand's first run across several platforms, with pause ads on Shahid, YouTube teasers and bumper ads, a TikTok hub with Ramadan hashtag takeovers, and Snapchat lenses that let viewers pick sides (PHD's SMARTIES case films).
Results
- Season 2: 103.4 million TikTok views, 206,583 likes and 23,372 comments and shares, according to PHD's SMARTIES KSA case film
- Market share up from 32.0% to 39.3% and sales up 11%, by the same film, which doesn't state the market or the period
- Season 1: more than 100 million views and 175,000 likes, and Royal Amber sold out before Ramadan ended, according to PHD's case film for that season
Case study source: MMA SMARTIES KSA Source ↗
Awards
- MMA Smarties KSA 2025KSA - Social Media MarketingGold
- MMA Smarties KSA 2025KSA - Cross Digital Media MarketingGold
- MMA Smarties KSA 2025KSA - Short or Long Form VideoSilver
- TikTok Ad Awards METAP 2024It's the Creative for MeBronze
- TikTok Ad Awards METAP 2024The TrendsetterGold
- MMA SMARTIES MENA 2025: Silver in Short or Long Form Video, for Season 1 ('Comfort Chronicles Soap Opera')
