Client: Oreo | Promidea Group
Ramadan is a season defined by choice, sharing, and togetherness — and success at shelf depends on how well brands transform familiar rituals into engaging shopper experiences.
For Oreo’s Ramadan 2025 campaign, Promidea Group delivered a region-wide activation across UAE, Bahrain, Oman, Kuwait, Qatar & KSA, designed to turn Oreo’s iconic twist into a powerful driver of engagement, participation, and conversion during peak Ramadan shopping periods.
The Challenge
Stand out in a highly competitive Ramadan retail environment while leveraging Oreo’s strong brand equity to create meaningful shopper interaction at the point of sale.
The Activation
The campaign centered around “Twist On It”, a playful decision-making mechanic built around Oreo’s most iconic ritual.
- Shoppers purchased AED 20 worth of biscuits
- Scanned a QR code on pack or POB
- Uploaded their receipt for a chance to win a Limited Edition Oreo Gold Coin
In-store engagement
The activation came to life at shelf:
- Shoppers twisted an Oreo cookie after showing their receipt
- Cream on the right → Instant win (Oreo box of 12 or shopping voucher)
- Cream on the left → Fun in-store challenge, adding surprise and entertainment to the journey
Digital Extension
The activation extended beyond the store through an interactive microsite featuring Oreo-inspired recipes. Shoppers digitally twisted an Oreo, letting the cream decide the next ingredient — maintaining engagement beyond the shelf.
The Impact
By combining gamification with a strong brand ritual, the campaign delivered:
- Increased shopper dwell time•
- Higher participation rates
- Stronger conversion at shelf
- Deeper emotional connection during Ramadan
Why It Worked
The activation translated Oreo’s brand equity into action by keeping the mechanic simple, culturally relevant, and rewarding — proving that playful simplicity can deliver both engagement and commercial impact.
This case study highlights how shopper-first thinking and on-ground execution drive meaningful results during Ramadan.💡 True insight comes from being on the ground— and that’s how impactful brand activation is built.
