Smart approaches to occasion marketing

This article is part of a series of articles on smart approaches to occasion marketing. Read more.

At a glance

Ramadhan is one of the most widely celebrated occasions in the world, creating numerous new micro-moments for brands to connect with Muslim consumers.

Why it matters

During fasting, regular life is upended: work hours change, prime media spots are in the middle of night, Iftaar meals become an occasion, online content consumption changes and consumer behaviours reflect increased religious adherence.


  • Innovative media planning and use of content can be done to make use of cheaper non-prime inventory during a very cluttered Ramadhan advertising season.
  • Special activations during Iftaar times to aid sampling of food brands is an opportunity CPG brands can make use of, especially for new product launches or new flavours.
  • The CSR activities of many brands can become community efforts with public contributions that are able to deliver contributions for social good on a higher scale.