After launching a campaign in March to reinforce its products; the Saudi dairy and milk producer Almarai stays on the billboards of Cairo with an ongoing OOH strategy, to rebrand its packaging and promote its multi-products for Ramadan.
The color of the backgrounds used in the visuals differs according to the color of the packaging and the product; for instance, the ads use green background and display the rebranded fermented milk packaging and a crescent mood to fit with Ramadan’s theme, and an ad copy that tells you “Will always take care of your relationship with food” assuring that it will help you digest Ramadan’s delicious and heavy meals; along with informing viewers that it comes in a new size.
Nevertheless, the other ads use blue background and display the rebranded packaging for the yoghurt, with bread, cheese, chips and nuts on the left; this brings us to the ad copy that informs viewers “Will always take care, flavorless matches everything”
The campaign appeared during the first week of May, on uni-poles, double-decker pole and mega signs. In addition, Almarai is using a special production “die-cut” in selected locations across Greater Cairo.
Industry: Food & Beverages
Brand: Almarai Egypt
Advertiser: IDJ Egypt
OOH Size: Double-decker Pole | Gate | Mega-Sign | Uni-Pole | die-cut
Region: North Africa
Tags: Multi-product Campaign | Ramadan Campaign | Rebranding Campaign | Special Production
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