Mohamed Salah & Pepsi Invite You to Dream Through Outdoor Billboards
Pepsi, the long-standing global beverage brand with a deep cultural presence in Egypt, has returned to Cairo’s billboards for the first time since mid-September with a campaign anchored entirely around Mohamed Salah. The pepsi rollout arrives, positioning Mohamed Salah not only as an ambassador but as the symbol of a national dream under one recurring message: “Start Dreaming.”
The rollout stretches across the Ring Road, Ramses, and the downtown arteries, each placement carrying a different layer of the same message. The hero asset features Mohamed Salah under stadium lights holding a ball, paired with the line “Yalla Nehlam” translated as “Let’s dream.” This is the campaign’s anchor. Multiple boards repeat the same shot of Salah, using a deep blue football backdrop designed to be instantly recognizable even at high speed. Along the highway, a second recurring visual shows the limited-edition Pepsi can in close-up, framed by pitch lighting and the Pepsi Stars League badge. The accompanying Arabic copy translates to “Cheer your team with heart." So many moments in every match.” It is the product-led asset built for repetition and frequency, appearing across small-screen formats, lining the bridge.
Pepsi uses stacked billboards to introduce a more emotional sequence. One board shows a young fan in a bedroom setting holding a football, mirroring Salah, with the headline “With you, we dream again.” Below it sits the product shot, reinforcing consistency. Downtown, a large triptych façade features Salah on one side, a young street player in the center, and a goalkeeper on the other, all unified under “Let’s dream.” This placement ties the idea of professional greatness to everyday Cairo football culture. Other boards along the bridge show group shots of local league players, marking the Pepsi Stars League partnership without overcomplicating the visual. The campaign strategy becomes clear in the repetition. Hero. Aspiring youth. Product. League roster. A full loop of football storytelling designed to hit every commuter from multiple emotional and functional entry points.
Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about the Pepsi campaign.
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