With Eid Al Fitr just around the corner, you can expect a barrage of greetings from brands that subtly (and not so subtly) want to promote their products/services on the occasion. Seasonal advertising may seem simple, but so many brands have no clue how to do it with tact. Here are my top three tips to not put your foot in it this Eid.
- Do your research
I read a greeting the other day that said Happy Eid Mubarak. While the intention was positive, this incorrect phrasing shows a lack of research or understanding about the holiday, which reflects negatively upon your brand.
- If your brand has nothing to do with the holiday, don’t try to force it
Promoting your restaurant for iftar during Ramadan makes complete sense and would be an acceptable holiday ad, but there are always those brands that try to fit a square peg into a round hole during popular seasons. This Cadillac Twitter advertisement is a perfect example. Buying a luxury vehicle during a holy month intended for humility and self control isn’t exactly a natural connection, and Cadillac comes off looking crass and out of touch.
If you want to run a promotion for the holiday but are concerned your products aren’t relevant, simply call it the Ramadan promotion or Eid promotion. You don’t have to try to be clever with a line like “Iron out any family issues this Ramadan with our steamer and iron promo combination.”
- When in doubt, keep it simple
If you have the slightest worry that your holiday message might be perceived as offensive, take a conservative approach and post a simple greeting instead. Even just acknowledging the holiday is positively regarded, and you don’t need to take a risk.
So, from us here at TMS: Eid Mubarak! And we’ll leave it at that 🙂