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Coca-Cola's newest out-of-home campaign in Egypt centers on a promotion linked to the 2026 FIFA World Cup and their brand-new bottle size. Using a series of billboards along major roads and highways, the campaign tells people that they can win a trip to the tournament by buying the product, following their previous OOH appearance.

In Arabic, the main message says, "Buy Coca-Cola and you could win a trip to the 2026 World Cup." This line is always followed by pictures of planes, tickets and coins that all suggest travel and prize incentives. Some versions include QR codes and a short call to action that encourages people to participate, which makes the campaign even more promotional.

Another execution uses the phrase "The new super bottle, super size, and super price.", shifting focus toward product packaging and value. This implies that the food and beverages campaign functions on two levels: one centred on the promotional prize and the other on market product positioning.

The campaign's visuals are mostly based on Coca-Cola's well-known red background, with white text. There are framed sections on the billboard where you can see product shots, i.e. the groups of bottles. In some versions, lifestyle images are added, like fans in a stadium holding Coca-Cola bottles, which links the product to the experience of watching football.

Branding elements stay the same in all formats. The FIFA mark and the Coca-Cola logo are next to each other, showing that Coca-Cola is an official partner. These logos are usually at the bottom of the layout, which keeps a clear hierarchy below the main message. The use of FIFA branding directly connects the campaign to the world event and puts the promotion in a larger international context.

Most of the space is taken up by big central text, and there are visual cues that explain the offer. The same red colour field used in different formats makes placements look the same, especially along highways where you can see several billboards in a row.

The campaign's main goal is to get people to participate by sending a clear message based on incentives, while still staying true to Coca-Cola's existing visual identity. Using images of football and FIFA branding links the product to a well-known global event, and the use of QR codes and promotional language makes it clear that customers should act right away.

For more insights on OOH campaigns in Egypt, visit MOOH, your local OOH intelligence data provider with international standards.