Egyptian dairy brand Domty has started a modern initiative to promote their new product line of natural milk. The dairy brand has become one of the main competitors in the scene of Out-Of-Home advertising, raising maximum awareness, reach, and familiarity with over 14 billboards scattered across Egypt’s Capital. 

Established in 1990, the Arabian food industry has been distributing a wide range of processed cheeses and this made the brand very popular in most, if not all, Arab countries. It is slightly rare to find consumer trust and loyalty regarding a fast-moving consumer good, however, Domty is claiming its position as the top dairy manufacturer in Cairo and this is especially true because of Domty’s new 100% natural milk launch which does not include any percentage of powdered milk or any other artificial additives. This point was made clear in their campaigns. 

As Domty is focusing more and more on their campaigns, it is obvious how they are building rapport and establishing their vision of brand identity. The natural milk campaign is very consistent in terms of design, brand colors, and the main theme. The background of the billboards are sky blue and this color is highly associated with reliability, appetite, productivity, tranquility and it also offers a sense of security. Blue is used in advertisements to promote trust in consumers. 

The billboard displays 3 types of milks for different consumers and preferences; there is a full-fat milk, low fat, and skimmed milk. Each bottle of milk is in a different color for distinguishing the type of milk easily. This also makes the campaign look very colorful and eye-grabbing.  

If you have any additional questions regarding Domty’s campaign, you can visit Monitoring out-of-home (MOOH), the dedicated OOH media intelligence company and analysis system in Cairo and Dubai to know the campaign’s budget, types, kinds, locations, and more. 

Campaign Credits

Industry: Food & Beverages

Brand: Domty

Advertiser: Arabian Food Industries Company

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Country: Egypt

Region: North Africa

Tags: Promotional Campaign

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