Always Night XXL with noon Minutes
Always partnered noon Minutes so women in the UAE could get night pads delivered in under fifteen minutes at any hour, built on research that three in four GCC women wake at night to change a pad. Nora Achmaoui fronted the short-form Instagram work from Leo Burnett Beirut.
- The brief
- Women in the UAE who wake during the night to change a pad and may run short at odd hours.
- The idea
- Always teamed with noon Minutes so Night XXL pads could reach women in under fifteen minutes around the clock, promoted through short Instagram videos fronted by Nora Achmaoui.
- What to borrow
- Pairing the product with a delivery service that works at the hour of need puts the brand inside the moment it is talking about.
| Brand | noon Minutes |
|---|---|
| Agency | Leo Burnett Beirut |
| Talent | Nora Achmaoui |
| Channels | social, digital |
| Source | Communicate Online |
Case studies like this
Campaigns from other brands that did something close, matched on what each one actually did.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| RAKEZ | RAKEZ BusinessWomen Package launchDigital/social · 21 Apr 2020 | Digital/social | – | 21 Apr 2020 |
| Saudi German Health | KhotahonPurpose · 3 Jun 2024 | Purpose | – | 3 Jun 2024 |
| Toyota | Rooted & RisingPurpose · 28 Aug 2025 | Purpose | MRM MENAT | 28 Aug 2025 |
| Sobha Realty | The FoundationPurpose · 10 Sep 2024 | Purpose | AKQA | 10 Sep 2024 |
| BurJuman | Safe & SoundPurpose · 13 Sep 2007 | Purpose | – | 13 Sep 2007 |
| Al Bandar Rotana | Dubai: A Pink Paradise for Every WomanFestive · 6 Sep 2023 | Festive | – | 6 Sep 2023 |
What other e-commerce & retail brands ran
The latest confirmed campaigns from the rest of the category, Gulf.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Mitsubishi | Back to School with Mitsubishi7 Sep 2026 | – | – | 7 Sep 2026 |
| Qatar Duty Free | Toblerone Crystal Bar auction for Education Above AllExperiential · 14 Aug 2026 | Experiential | – | 14 Aug 2026 |
| Nesto Hypermarket | Free Kick - The Biggest Electronics Offer FestSponsorship activation · 2 Aug 2026 | Sponsorship activation | – | 2 Aug 2026 |
| talabat | talabat Creator HackathonInfluencer · 27 Jul 2026 | Influencer | – | 27 Jul 2026 |
| Bayut | Proud of the UAEPurpose · 5 Jun 2026 | Purpose | – | 5 Jun 2026 |
| Ounass | Ounass StageExperiential · 28 May 2026 | Experiential | – | 28 May 2026 |
| Bayut | Your home is a TruBroker awayIntegrated campaign · 22 May 2026 | Integrated campaign | – | 22 May 2026 |
| Cenomi Centers | Cenomi Plus nationwide in-mall activationExperiential · 11 May 2026 | Experiential | – | 11 May 2026 |
More from noon Minutes
| Campaign | Type | Agency | Date |
|---|---|---|---|
| Amitabh Bachchan lookalike at Deira Gold SoukExperiential · 9 Sep 2025 | Experiential | Plug Media | 9 Sep 2025 |
| Luxury watches on noon Minutes with WatchBoxLaunch · 21 Feb 2024 | Launch | – | 21 Feb 2024 |