With the start of Ramadan, most month awaited by not only Muslim Arabs but also by commercial firms which seek to boost their reach and sales volume in this month. Firms compete fiercely in Egypt through Ramadan with their ads every year but this Ramadan seems to be slightly different in the content of the ads, made the society turn down the message of these contents.

Juhayna, a famous company in Egypt that we previously spook about including their marketing strategies and famous campaigns they made. However, juhayna introduced a commercial ad with the start of Ramadan, included the content of having 3 babies with the age of nearly one year talking together in a funny way discussing the difficulty of quitting breast feeding with the word “Dondoo” referring to the breasts.

Juhayna planned to gain huge attention with this ad and they did succeed but things doesn’t always go as planned or you could say fully planned. The word “dondoo” created a huge buzz through social media, with mostly men enjoying this word and the rest of society criticizing the word and the company.

Society said that this word encourages a new obscene language for sexually harassment females and already sexually harassment is 99.3% high, which the society could not withstand to go much higher.

Juhayna’s intention was not to create this kind of buzz and that is crystal clear looking back at their marketing strategies in Egypt. However, Juhayna underestimated the word “Dondoo” and the reactions that could occur against the word. How juhayna is going to deal with the current issues, a question to be asked by every marketer awaiting for the answer.