Spanish Brewery Mahou Enters the Egyptian Market with a Fruity OOH Campaign
The streets of Cairo have recently been transformed into a sprawling canvas of Spanish flair as Vamos by Mahou makes its grand, non-alcoholic debut across the city’s most prominent billboards.
Cairo's streets have recently become canvases of Spanish style, as Vamos by Mahou has made its debut in full glory without alcohol among its ingredients on prominent billboard campaigns around the city. This outdoor advertising campaign shows how well heritage can be fused with local appeal through imagery that is at once refined yet accessible. From the start, the eye-catching billboards draw attention with their smart use of color blocking and geometric simplicity, standing out against the dull skyline of Cairo. The message, "A twist that sweetens every moment," goes beyond being a slogan, as it becomes an invitation for people to try an entirely new experience from the beverage.
Interestingly, the creation of such billboards involves a lot of thought behind it, with four different flavors, Peach, Apple, Pineapple, and Toasted Malt, being showcased individually on different architectural pedestals, which are designed using tiered, colored blocks. Placing a drink into this gallery-type design raises its status to that of an artisan, making Vamos an elegant drink in comparison with other malt beverages available in Egypt.
The use of fresh produce, like a slice of crisp apple or half of a peach, brings about a natural element that complements the sleek and clean design of the "VAMOS" font perfectly. With the use of a clear indication of LaLiga sponsorship and a "By Mahou Spain" tagline, the drink instantly acquires an air of sophistication and sportsmanship that will connect well with the football-obsessed nation of Egypt. Everything, from the fun shadows projected on the cans to the dual-language Arabic and English copy, comes together to create a harmonious and credible marketing campaign. The advertisements go beyond merely showcasing the beverage; they create a world of refreshing taste that brings about the rich Spanish brewing heritage into a fruity and unmistakably Egyptian tale of success.
Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about this campaign.
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