Rani, Saudi-born beverage brand, marked Saudi National Day with a bold activation at Roshn Front in Riyadh, running from 22–27 September. At its core, the campaign relaunched Rani Floats (7obaybat) with a refreshed identity, reintroducing it as the sensorial juice that shakes things up. Known as the first juice in the region with real fruit chunks, Rani has disrupted the category since the 1980s – and the brand continues to evolve for a new generation.
At the heart of the campaign was a limited-edition National Day can, which doubled as a ticket into the interactive Rani World kiosk. The on-ground experience immersed visitors in the playful Hobaybat universe through AR activations, challenges, pranks, prizes, and even surprise flash mobs. A lucky can wall and dare-or-dare challenge screens added to the spectacle, while every touchpoint was designed to spark user-generated content, particularly on TikTok and Instagram.
The activation targeted Gen Z consumers in Saudi Arabia, who currently under-index on juice but are drawn to beverages that feel fun, expressive and mood-enhancing. By blending entertainment, technology and storytelling, Rani sought to re-establish cultural relevance with Arab youth while celebrating its Saudi roots.
To meet young Saudis where they shop and discover trends, Rani launched an exclusive collaboration with Ninja App, offering the limited-edition can in very limited quantities. On digital and social platforms, the campaign amplified storytelling around “the shake, the chunks, and the sensory fun” in a highly shareable way. Offline, the on-ground experience extended this promise in real life.
Influencer collaborations furthered the campaign’s reach: Rani teamed up with @fefn and @h29u, who explored the kiosk and engaged with the Hobaybat characters to create authentic, relatable content that amplified awareness and youth conversation.
The campaign was orchestrated by HAVAS Red ME for PR and media planning, with Innovation Crew producing the on-ground activation.
Measuring impact
Beyond engagement, success was tracked through tier-1 media coverage in Saudi and regional outlets, ensuring that Rani’s disruptive relaunch was positioned during a cultural moment that matters most. The brand monitored increases in share of voice against competitors, along with the reach and engagement of influencer-led content. Social listening also measured sentiment and cultural resonance, showing how Rani’s playful relaunch aligned with Gen Z codes of expression and national pride.
By combining creativity, technology and cultural storytelling, the Saudi National Day activation demonstrated how a homegrown brand can stay disruptive while reconnecting with a new generation of consumers.
The Saudi National Day activation showcases how a homegrown brand can leverage creativity, technology, and playfulness to engage audiences in meaningful ways; whilst also highlighting how the brand is to engage new generations with creativity and innovation.
