Coca-Cola just handed the mic to Mohamed Ramadan, and the result is a billboard campaign that's as bold, fearless, and full of energy as the superstar himself. After their latest OOH, the food and beverages giant has finally stepped into the limelight again, and they're taking Egypt's greatest icons along with them. In a brand new, all-out OOH campaign that's now unavoidable everywhere in Mehwar, Sheikh Zayed, Dahshur, and more, the global soft drink behemoth pairs its legendary red with irrefutable star power from Mohamed Ramadan. Every billboard is a snapshot of swagger. Mohamed Ramadan smirks his signature smirk in one visual, casually holding a Coke bottle in his hand while on stage, and in another with an impeccable red suit against a glossy backdrop, all finery and machismo. It's not brand ambassador, but Coca-Cola king. It’s simple but strategic. The campaign rides Coca-Cola's vintage grip on the marketplace, but introduces it again to millennials and Gen Z through faces that embody the current panorama. In the music, the clothing, the cinema, Ramadan as the chosen star, crosses the whole spectrum of Egypt's cultural width, making Coca-Cola appear current again, without being try-hard. With Ramadan at its core, Coca-Cola's new OOH campaign combines celebrity power with street-level imagery, turning the simple act of drinking a Coke into a full-on flex. With placements on key high-traffic routes and cinematic visuals that grab you halfway down the scroll and halfway through the commute, Coca-Cola again demonstrates that brand history does not mean being conservative; it merely means having a sense of knowing how to refresh yourself without losing your sparkle. For more in-depth insights into this campaign, including formats, locations, budgets, and media plans, visit MOOH, the out-of-home monitoring and intelligence platform covering Cairo and Dubai.
