Elvan has released an D/OOH campaign on the streets of Cairo in an attempt to create buzz around their hard candy, IBON. Elvan, a well-established confectionery brand, has rolled out a fresh campaign for its popular candy line, Ibon. The idea behind the campaign is rooted in a simple yet powerful message the brand name itself has become synonymous with candy in the minds of consumers. By reinforcing the phrase “Candy is now called Ibon” Elvan aims to strengthen brand recall while positioning Ibon as the go to name for sweets. This clever branding strategy reflects the company’s ambition to cement Ibon as a household name that transcends product categories and speaks directly to everyday consumer language. The D/OOH campaign execution brings this message to life with a vibrant and eye-catching billboard placed on a major roadway. The design features a bold purple backdrop, ensuring high visibility against the sky, and prominently displays the Ibon logo along with its colorful packaging. The layout showcases a variety of candy pieces bursting with flavor, complemented by splashes of milk and fruit visuals, giving an impression of freshness and indulgence. The central Arabic slogan is written in large, legible typography, making it easy for passing drivers to grasp the message instantly. Positioned strategically above a busy traffic route, the billboard maximizes exposure, reinforcing Ibon’s dominance in the candy market with both clarity and visual appeal. 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.
