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It is safe to say that most Egyptians function after their very first cup of coffee in the day. I am one, and I know I do. That is why Abu Auf leveraged that little tiny fact and reminded us through their newest campaign that great marketing doesn’t need all the exaggerated claims people think they need. It is all about relatability, a familiar face, and a cup of coffee that quietly promises to fix your day.
Featuring Taha Desouky, a loved Egyptian comedy actor and stand-up comedian, the ad is simple in a way that is refreshing. Instead of showing off their specific products, the ad focuses on personas and mood. Today’s market is one that nearly focuses on product qualities and prices. But Abu Auf? It’s serving and marketing for mood boosters.
Featuring Taha Desouky: The Power of the Right Face
Sometimes an ad fails because the wrong face was chosen to be featured. However, that is not the case with Abu Auf. Featuring or casting Taha Desouky was not a random act. That is because his comedic persona fits perfectly with the brand’s identity.
He can be friendly, down-to-earth, and very Egyptian. He represents the everyday consumer. One that has different moods and abides by them without caring for whoever judges the mood or choice of coffee product or way of consumption that boosts it.
Grumpy with a taste for bitter coffee? Abu Auf is the go-to choice. Fell in love with French coffee? Abu Auf has got your back. From Faransaway to Sada to 3’al Riha, Abu Auf is there and has your back (or mood) in that case.
Abu Auf gave Taha Desouky the stage to be himself, and he gladly took it. The result? An ad that is lighthearted and that positions the brand as a relatable one. An ad that instantly builds trust and puts a smile on faces.
Dominating The Market With Ease
What makes the Abu Auf ad effective is what it avoids. It avoids too much talking. The overused coffee descriptions. The ad is simply using a repetition strategy for advertisement that mentions the name Abu Auf a lot for better brand recall in the future. One that ties Abu Auf with different moods and allows it to be positioned as the sole coffee option to focus on or choose. People mostly want to get the feeling that they’re understood and not sold to. And that is why Abu Auf’s ad checks all the boxes.
Abu Auf, Abu El Mazag
A very funny ad jingle along with a familiar loved face? That is why Abu Auf is the “father of mood-making.” The brand described how coffee moods differ from one person to another, yet the brand stays the same as the top choice for each mood, or as Desouky says, “Top El Top Abu Auf.”
It is all a simple brand message that is executed in a way that allows the brand to position itself as more than just a coffee brand or company. It is a daily companion that matches all your moods. A small source of comfort and a reliable part of the audience’s routine.
