Following the launch of an anonymous teaser campaign that looked very much like a branding initiative, Egyptian bakery Etoile has revealed an OOH campaign to celebrate Mother’s Day. After creating a buzz with the teaser campaign “You helped us grow so we made it bigger”, Etoile has finally revealed a quite complicated strategy with ads that explain that what has been made “bigger” is their ‘gateaux’ as a thank you to mothers – a message that has probably baffled audiences, just like their kunafa campaign from last Ramadan. Launched during the second half of March with very poor timing for Mother’s Day, the campaign uses T-poles, billboards, and flags in various locations across Greater Cairo.
