BBDO Malaysia and Snickers Encourage Empathy during Ramadan

Snickers Malaysia has launched Snickers Memahami (Snickers Understands); a campaign to appreciate the culture and practices that Muslims observe during Ramadan.

BBDO Malaysia and Impact Communications worked together to develop the campaign that focuses on creating an emotional connection with Malaysians by showing empathy for Muslims during the fasting month.

To convey that message, the campaign features non-Muslims on a journey to fully understand the meaning of Ramadan.

Published on Facebook on 30 May, the film has gained more than 1 million views on both YouTube and Facebook combined and a robust engagement from Malaysians, many sharing their own fasting stories or their admiration for the effort made to understand the holy month.

“Through the campaign, we are able to understand that the commitment towards work and studies may not allow our Muslim friends to always make it home in time to break fast/iftar with their loved ones. Therefore, Snickers serves as a great, filling snack as a buka puasa treat to tide you over before you can get home and have a full meal with your family and friends,” said Ng See Meng, Marketing Director of Mars Chocolate, Southeast Asia and Thailand.

“We’re honored to be proud of a campaign that truly highlights the spirit of togetherness and unity among Malaysians. Hopefully this fosters more understanding among us,” said Farrah Harith McPherson, General Manager of BBDO Malaysia.