The pharmaceutical and healthcare firm Hygint has launched their latest OOH campaign to promote its zero-calorie sweetener “Sweetal”. With poorly-designed visuals that portray a fit girl model eating directly from a sachet, the ads use the slogan “The best Diet Sugar” “الرشاقة شقاوة...و الطعم أخر حلاوة” over yellow backgrounds that also host the main features of the product, namely “Aspartame Free, Saccharine Free, Cyclamate Free, Preservatives Free”. Starting in November with a couple of locations, the campaign has extended at the beginning of December and can be seen on lightboxes and T-Poles on selected locations across Greater Cairo.
