Greater Cairo’s billboards have noticed a recent bright pink campaign evoking a feminine vibe, and offering a solution to women’s problems. Designed for daily comfort, Sofy features a new OOH campaign implying freshness, reliability, and ease of use, following its previous presence in September 2022. With its new out-of-home campaign, Sofy carves an edge over competitors. The bright pink color compelling passersby to pay attention, in contrast to the city’s more muted billboards. Moreover, phrases like “if life gets messy, Sofy solves it” and the CTA “Switch to Sofy” using casual everyday arabic language, position the brand as more than just a hygiene product, and more of a solution in moments of discomfort or chaos connecting with women in a friendly ,relatable way. The ad campaign features the product packaging as a large and clear element on the bottom left, ensuring instant recognition at marketplaces. Clearly targeting young and middle-aged women, with a youthful, confident model reflecting freedom, freshness, and confidence, encouraging women to see Sofy as a brand aligned with their lifestyle. All in all the strategy blends emotional storytelling with bold feminine appeal, placing the brand as more than a necessity; it’s the brand that makes women’s lives smoother and lighter, even when things get messy. Check out MOOH, a monitoring out-of-home intelligence data provider in Cairo and Dubai, to find out more about Sofy’s campaign.
