Background

Freiss’ Ramadan campaign aimed to stand out in the saturated syrup market during Ramadan, a time when ads in the syrup category are abundant, and audience engagement tends to drop due to the repetitiveness of traditional ads. The objective was to create original content that would entertain, engage, and connect with moms in a meaningful way, while also increasing sales.

The campaign targeted moms, particularly those who are primary decision-makers in their households when it comes to purchasing syrup products. These moms are typically busy during Ramadan, spending time preparing meals for their families while waiting to break their fast.

To stand out amidst the noise, the campaign needed to replace passive viewing with highly engaging original content that felt like genuine entertainment, thereby capturing attention and maximizing active brand interaction.

Execution

Sweetness That Lasts successfully engaged mothers by transforming a standard advertisement into a short movie named Manisnya Maaf Membuka Hati (Sweet Forgiveness Opens Hearts), which focused on culturally relevant themes of family and forgiveness. The short movie was not boosted as a pre-roll advertisement, but placed, with a movie poster-style ad, within the new movie section on WeTV, one of the most popular streaming services in Indonesia. Launched right before Iftar (meal eaten after sunset to break the fast) when the target audience was most active, this interactive and seamlessly integrated approach kept viewers hooked for the full three minutes, resulting in exceptionally high completion rates and low skip rates.

Results

70% of moms chose to watch the three-minute ad in its entirety, compared to a baseline of 50% for long-form ads

Sales increased 9.8%, compared to the market leader’s 1.1%