Lamine Yamal's Top Pick for Sports Drinks: Powerade Debuts on Billboards
There's a new name lighting up Cairo's roadsides. The latest OOH campaign by Coca-Cola Egypt for its sports drink brand, Powerade, features none other than Spanish football prodigy Lamine Yamal, adding international star power. With Lamine Yamal as its face, Powerade taps into football fandom, next-gen athletic aspirations, and Cairo's love for straight-talking visuals with high-impact visibility.
The campaign features Yamal center stage, mid-pose, dripping in post-match intensity, and locked in eye contact with passersby, against a turf-green backdrop. To his side? A bold bottle of Powerade, labeled as a “Sports Drink” that “Sports drink that helps boost performance through vitamins and minerals”, a nod to the science behind the fuel. With just minimal copy and no over-the-top effects, the food and beverages visuals let the athlete and product speak for themselves.
The Arabic tagline reads the athlete’s name, simple and confident, just like the tone of the campaign, planting this brand squarely within Egypt's bustling sports culture and youth energy.. Just one of football's most fast-rising stars, a bottle of hydration, and the promise of pushing performance further.
Spread across the main arteries of Cairo's motorways, bridges, and lamppost banners, this rollout favors scale over intricacy. From the large high-rise billboards to compact underpass formats, Powerade's message is clear and unified. More than a promotion for just another drink, this is a statement by an athlete-motivated brand that poises credibility with accessibility.
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.
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