You have probably noticed it driving along the Ring Road or into Downtown Cairo; billboards with soft blue skies, coastal backgrounds, and well-dressed couples or families and a bottle of Elano Water. A minimalist design, a simple message, and a subtle attempt at positioning the food and beverages brand as something beyond bottled water. Unlike their previous campaign which relied on simple product imagery, Elano Egypt’s campaign is heavily based on peaceful, staged scenes. A woman in oversized sunglasses sips water at the ocean. A couple walks on the beach in matching whites and linens. A young boy laughs as he sits beside a picnic spread. The tone remains consistent throughout visuals: refined, soft, and intended to cause ease and well-being. What is apparent is that there is no overt or pushy marketing by Elano. The slogan. “Your Best Choice is simple. It is paired with three descriptors: quality, purity, and health, which are repeated in all visuals. The product itself is generally secondary in the image, subtly positioned in the hand of someone or on a table. Unlike the typical FMCG advertisements that overdose on statistics or features, Elano does not over-explain. There's no source, mineral, or electrolyte count mentioned. The brand skips all that and focuses on mood and aesthetic instead. The creative treatment suggests that Elano is not just water, but part of a certain lifestyle. Clean, calm, and slightly aspirational one that's not screaming about it. The rollout is widespread, with highways, neighborhood screens, and big city exits are all plastered. The recycling of visuals assists in creating familiarity, particularly as the tone doesn't really vary across creatives. It's evident that Elano is attempting to establish an identity long-term, more than a short-term gimmick. The absence of influencers or celebrities might be intentional. In a market where many brands use recognizable faces to gain traction, Elano is instead opting to let the mood and the photography do the talking. Elano's newest D/OOH campaign is clean, cohesive, and easy on the eyes. It's not revolutionary, but it doesn't need to be. It does what many campaigns attempt to do: associate the product with a particular mood and lifestyle. Whether or not said lifestyle is appealing to every individual on the street is debatable, but for the time being, Elano seems content to quietly establish its image one soft-blue billboard at a time. For deeper 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.
