A fundamental quality of successful marketer is the mindset and willingness to do whatever it takes to build a solid brand that makes revenues and changes the world.
Juhayna has decided to take its sponsorship of the beloved Al Ahly team and use it for good by launching national donation campaign to support Baheya hospital.
For years Juhayna have been doing whatever necessary to increase the brand value. Hiring Sherif Ekramy to promote Juhayna Mix, Dora as Juhayna Pure’s brand ambassador, the controversial Dundo Advert and major sponsorship deals.
After 19 years of being the most visible logo on one of the most watched teams in the country, Juhayna is taking a step back and letting someone else get the limelight.
Juhayna teams up with Baheya Hospital & Al Ahly in long-term plan which aims at delivering a bold yet humble marketing message with much emotion involved. The move definitely will re-capture the audience attention to Juhayna’s logo and strengthen the long-term sponsorship to Al-Ahly SC.
Early yesterday morning, Reporter Sara Fouad posted a small teaser of Juhayna’s new campaign.
The post states that for the first time in 19 years, something was going to change with Juhayna and Al Ahly.
Fans questioned what would happen, the brand has been a main part of the uniform for so long. Many wondered if they would change logos, or focus on a certain product instead of the company as a whole.
Juhayna themselves, later the same day, posted a short video/would be GIF on the topic.
Stepping back for 90 minutes
The FMCG company has decided to take a step back in order to lend a helping hand. So, after 19 years of unchanging visibility, the brand is partnering up with Breast Cancer NGO Baheya.
The partnership allows Baheya’s logo to sit upon Juhayna’s place to help 4000 of those afflicted with the disease.
For 90 minutes, during the match between Al Ahly and Al Masry on the 12th of January, Juhayna and Baheya hope to receive donations of up to 19 million EGP, which will be spent on helping more than 4000 Breast Cancer patients.
Only 7 hours in, the video already has over 5k reactions and over 400 shares.
People have reacted positively to the change, some stating that it’s honorable to use the money Juhayna uses on being on the uniform for some change and good in the world.
Baheya is a non-governmental organization that aims to help spread awareness of Breast Cancer, and the importance of early detection through testing. While Breast Cancer can be beaten at later stages, with lower rates of success, early detection provides up to a 98% chance of curing the Cancer.