INSITE OOH Media Platform

You notice this Schweppes campaign before you read it. The color hits first. Then the typography. Then the way the whole billboard feels like it has weight. Following their last OOH appearance in Cairo, Schweppes' new OOH campaign doesn't try to reinvent the wheel. It does something smarter: leans into what the brand already owns-strong flavor, strong identity, and strong cultural timing-builds a visual language that feels instantly familiar, but newly sharpened for this moment. 

With El Sett proving that Umm Kulthum still shapes how generations feel, talk, and remember, Schweppes steps into the conversation without forcing itself into the spotlight.

At first glance, the advertising campaign appears almost deceptively simple, with the vibrant pinkish-burgundy colored background, the can resting effortlessly in the center of the frame, and the flowing Arabic script alongside the can in eye-catching letters. But the longer you think about it, the more one realizes how thoughtful the entire design appears to be. 

It’s clear that the color selection isn’t mere aesthetics alone but also an indication of the intentions of the advertisement. This rich shade reflects the very quality of the drink itself: strong and delicious. 

There’s also some smart typographies at play here. The Arabic lettering does not lie flat against the board, if you will, but has this almost three-dimensional, embossed quality. There is a level of shadowing going on that creates the impression that the lettering is recessed into the board. And it’s not just the font, it’s also the written message. 

“Enta Omry” speaks before anything else in the billboard does, hinting at Umm Kulthum before you even notice that they mention the newly-released film. It’s also imprinted on the can. Then, it makes complete sense when you read the smaller text “All songs in El Sett movie are from Schweppes Pomegranate”, announcing their partnership with the film as their official beverage partner. What makes the difference for this specific campaign isn’t only how the message goes out, but when.

Schweppes has knitted its visual experience to the buzz surrounding Marwan Hamed’s El Sett, a work that reexamines the Umm Kulthum saga that we explored in a previous outdoor ad appearance.  This film has ignited intergenerational discussions, drawing the younger audience into a story that had been perceived as a legacy property exclusively within the domain of their parents or grandparents. While tagging itself along on the ride, Schweppes places itself within a common space, but instead becomes a part of that legacy in the process.

Rather than executing just another quirky theme for a campaign, Schweppes explores something more profound: nostalgia, pride, and veneration for these icons who have contributed to Arab cultural identity. The point isn’t to spam the image of Umm Kulthum all over the place or spell out the relevance. It just captures the vibe. And that’s what makes it so effective, staying in a space where they already "get it." They do.

To capture more information about this campaign, visit MOOH, the monitoring out-of-home intelligence data provider in Cairo & Dubai, with details regarding campaign types, kinds, locations, budgets, media plans, and more.