Client: Tang | Promidea Group
Ramadan is the most important retail moment of the year — and success at shelf depends on how well brands turn traffic into participation.
For Tang’s Ramadan 2025 campaign, Promidea Group delivered a high-impact in-store activation across UAE, Bahrain, Kuwait, Oman & Qatar, designed to drive engagement, trial, and conversion during peak shopping periods.
The Challenge
Stand out in a highly competitive Ramadan retail environment while reinforcing Tang’s relevance during family-focused moments.
The Activation
The core mechanic was an engaging “Spin the Wheel” experience:
• Shoppers who purchased Tang were invited to spin and win instant prizes
• The game element added excitement, encouraged interaction, and rewarded purchase behavior
To further support conversion and trial, product sampling was implemented in select stores — reminding shoppers of Tang’s great taste and encouraging immediate purchase.
The Impact
The combination of gamification and sampling proved highly effective:
• Increased footfall at the shelf
• Boosted shopper participation
• Improved conversion rates
• Strengthened Tang’s emotional connection with shoppers during Ramadan
Why It Worked
By blending fun, reward, and trial at the point of sale, the activation successfully turned routine shopping into a memorable brand moment — demonstrating how smart in-store experiences can drive both engagement and commercial impact during Ramadan.
This case study highlights how on-ground execution and shopper-first thinking drive real impact during the most critical retail season of the year.
Stay tuned for Case Study 2.
💡 True insight comes from being on the ground— and that’s how impactful brand activation is built.
