Perwoll is making a vibrant entrance onto Cairo’s outdoor scene with a bold and eye-catching D/OOH campaign that’s hard to miss. Scattered across Greater Cairo’s prime billboard locations, the campaign marks the brand’s first-ever appearance on the city’s streets, introducing its newly launched fabric care product to local consumers. Fronted by renowned actress and style icon Yasmine Sabri, the campaign puts a spotlight on Perwoll’s unique color renewal formula, designed to revive and refresh clothes, whether black, dark, or brightly colored. Blending digital screens and static billboards, the rollout aims to capture attention at every corner, making a bold statement in the cleaning products industry. With a familiar face and a fresh promise, Perwoll is bringing more color, literally and figuratively, into Cairo’s everyday laundry routines. Perwoll’s D/OOH visuals across Cairo are as bold and refreshing as the product itself. Most of the billboards feature Yasmine Sabri dressed in a striking red suit, standing confidently beside the tagline “Renews clothes’ colors”, a message that instantly connects with anyone who’s ever wished their favorite outfit looked brand new again. On digital screens, a short and relatable ad plays out: a woman asks Yasmine, “New clothes?” to which she casually replies, “No, washed with Perwoll,” adding a friendly, down-to-earth touch to the campaign. Other visuals spotlight the product’s power in action, like a pale pink fabric transforming into a vibrant blush tone, and a close-up of dark denim that appears richer and deeper after 10 washes with Perwoll, under the copy “Renews dark clothes.” Another variant of the campaign introduces a blue version of Perwoll, emphasizing its added benefit with the claim “Increases flexibility of sportswear”, catering to active lifestyles. Altogether, the visuals are bright, relatable, and visually satisfying, showing real results in a way that feels both personal and practical. With this dynamic campaign, Perwoll doesn’t just introduce a new product; it introduces a new way of looking at everyday laundry. By pairing Yasmine Sabri’s elegance with real, visible results, the brand makes fabric care feel more stylish, more modern, and far more personal. Whether you’re reviving your favorite red suit or giving your workout gear a boost, Perwoll’s message is clear: your clothes can look as fresh and bold as the day you bought them. It’s a confident first step into the Cairo market, and one that’s already turning heads. It's worth mentioning that many of us have mistaken Perwoll for Persil, maybe because Henkel's brands used Yasmin Sabri as the brand ambassdor, while the truth is that Persil is a different brand from Perwoll. Persil is a heavy-duty laundry detergent, while Perwoll is a specialized detergent for delicate fabrics. Persil is a global brand, and in some regions, like Greece, it's positioned as a special detergent within the Perwoll family. 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.
