Lunar Treats.
Oreo made a limited eight-cookie pack in which the cream grows from a crescent to a full moon, turning Ramadan's moon phases into a way for families to teach children about the month.
- Brand
- Oreo
- Market
- GCC
- Region
- GCC
- Year
- 2023
The challenge
Oreo was losing share in its biggest snacking season while local brands owned Ramadan. The agency's research found 78% of parents felt their children were less connected to Ramadan than they had been as children.
The idea
Saatchi & Saatchi Middle East matched each moon phase to a Ramadan value, from togetherness at the crescent to joy at Eid. The special pack launched just before the month through influencers who were young parents, and social posts invited families to make a dessert for each phase using recipes and short stories on a dedicated microsite.
Results
- Sales volume up 33% during Ramadan, according to the Dubai Lynx 2026 entry
- 42 million views and a 60% rise in brand appeal among young people, according to the same entry
Case study source: Dubai Lynx (Love The Work) Source ↗
