Our initial plan took into account a key brand truth for Starbucks. It’s a brand with a strong resonance in the GCC. Ramadan has its own customs and traditions. Could we blend them? We looked at our Sila tool for insights about the season and saw an interesting trend. The emergence of gifting and togetherness had been emerging since 2019. The continued trend, especially during a difficult Ramadan, couldn’t be that difficult. Could it? Starbucks is a brand that needs no introduction in the GCC, so if one can’t visit the coffee house, then it seemed a slam dunk to us to introduce the proposition of stay-at-home Starbucks. With the day constrained by fasting, we set about to create a Starbucks Ramadan coffee moment before Suhoor and after fatoor. Right when our data said there was a Iull in activity. But how to connect to that moment this year?