Everyone Has Their Own Mood! Abu Auf Mirrors Your Favorite Brew on OOH
The most recent Abu Auf, “Abu Auf — the brand of every mood”, outdoor marketing effort picks up on what the brand has always known inherently; that coffee is never just an experience, but something much more. On the roads of Cairo, and following their last OOH campaign, the imagery does not position Abu Auf as an experience but as a number of moments (early mornings, long days at work, leisurely breaks) all bound together by a common semiotic system.
“Everyone has a different mood” translates just as smoothly into our culture as the original in Arabic. It’s not trying to impress or impress itself upon the reader. It just feels natural. Add to that the fact that the campaign is not looking to turn the marketing of coffee into a lifestyle choice, which is just what the best campaigns tend to avoid; it’s merely the thing that goes along with your mood, whatever that mood may happen to be today. As Abu Auf says, “No two moods are the same”. Which is precisely the reason the campaign is so successful—it’s just the way the conversation about coffee happens in Egypt. “My coffee, my mood.”
Visually, the executions put the product firmly in the foreground without turning the boards into selling surfaces. Packs are shown alongside cups in use: poured, brewed, ready. This is a communication rooted in consumption, as well as packaging. You don’t just see Abu Auf. You see it in use. This is highly significant in the world of out-of-home media. Relatability trumps aspiration.
The whole format of the food and beverages campaign is anchored around the green brand block, which almost serves as a logo for each of the ads. It’s immediately identifiable without having to repeat the logo directly. Rather than oversaturating the billboards with multiple marketing messages, they instead repeat tone through the same color world, same typographic tone, and same emotional reasoning for each one; same idea, different format, same shortcut for the mind. That’s servicing branding, not just servicing aesthetics.
The organization of the products itself helps reinforce this notion too. There is no ladder of "best" or "premium" products there either. Instead, there is product variety organized horizontally – "instant," "light," "classic" – as choices, not as upgrade levels. The visuals reinforce the idea of choosing products based on mood, not based on a product ladder.
The campaign smartly reflects how people already live with coffee, not as a pose, not as a ritual, but as a daily constant that changes with the day. It’s not an advertising campaign for coffee culture in general. It’s an advertisement for local coffee habits; that is, it’s driven more by local mood, timing, and habit.
Curious to know more about Abu Auf’s campaign's location, budget, strategy, and more? You may take a look at our Egypt and the Emirates OOH-dedicated analysis system and Media Intelligence platform (MOOH).
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