INSITE OOH Media Platform

As Ramadan approaches, Mondelez Egypt Foods brings one of its most recognizable brands back into public view with a seasonal OOH rollout for Cadbury Dairy Milk. The focus this year is on a limited edition variety called Pistachio Crunch, touted as a new version of something consumers may feel like they already know: indulging after iftar.

The timing of the Cadbury Dairy Milk rollout feels particularly relevant, tapping into the natural craving for sweets after long fasting hours, and the pistachio flavor adds another layer of relevance, already trending across desserts and beverages. Currently, the product appears both timely and consistent with intuitive product-market fit, especially following their last OOH ad.

The food and beverages campaign dominates Cairo's highways with its design language centered around Cadbury's signature dark purple tone scheme, crescent moon graphics, and unambiguous Arabic text that always reads: “Let the sweet be sweeter with Cadbury”. In the interest of not cluttering the boards with numerous pieces of text, the design language maintains discipline with product imagery that clearly depicts the chocolate and pistachio filling at all times to facilitate instant recognition even at higher speeds.

Strategically placed across wide-format billboards and repeated sequential placements, the campaign benefits from scale and repetition. The association between Ramadan evenings and Cadbury's limited-edition offering is reinforced by seeing the same message unfold across multiple boards. Highlighting Pistachio Crunch specifically leverages a flavor preference common to this region, lending a timely and culturally attuned edge to the product that goes beyond pure brand nostalgia.

The visuals rely on the power of familiarity-Cadbury's existence at Ramadan post-iftar tables for the longest time-while invoking the limited edition angle to usher the excitement back in. The branding hierarchy is well-led: brand first, product second, season last. The campaign positions Pistachio Crunch as an easy, indulgent addition to the month's daily rhythm, proof that sometimes letting the sweet be even sweeter is enough.

To inquire more about the campaign’s types, locations, budgets, media plans, and more, visit MOOH, the monitoring out-of-home intelligence data provider in Cairo and Dubai.