AFCON 2017 Ads, Branding, CAMPAIGNS, Recommended Stories

Pepsi and Coke become “Frenemies” to support The Egyptian National Team

Egyptians are very passionate towards their favorite football team, the one they support and sacredly watch every match and follow…

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Egyptians are very passionate towards their favorite football team, the one they support and sacredly watch every match and follow all the club’s news and updates.

We tend to get very protective and hotheaded toward our teams, lots of Egyptian homes have father and son, wife and husband who supports a rivalry teams, which makes games day much more interesting.

Throwback ➤ Pepsi features Mohamed El Neny struggle story from El Mahala 1996 to London 2016

However, Egyptians literally feels united under one flag once the Egyptian national anthem plays and all colors halts to support the Pharaohs. Egyptians support all the players alike, with even more fever than local teams, as they are playing for a much higher purpose and with much more at stake.

Pepsi “The official sponsor of the Egyptian Football team” has taken the initiative and decided to put all rivalry aside for the higher purpose of supporting the Egyptian National Football Team in the African Cup of Nations, 2017.

Pepsi’s Dramatic Creativity:

In a dramatic advert, Pepsi showcase the challenges that awaits our national team and the great responsibility that befalls who wears the national team’s jersey because it helped them achieve the impossible. Stressing that the Egyptian’s National Football Team wins fueled with the support of the 90 Million Egyptian cheering them on.

In a dramatic setting, the football star “Mohamed Salah” appears looking at the Egyptian national Team jersey with a deep sigh bracing himself mentally for the challenges ahead as well as, “Mohamed El Neny” pulling his own jersey on and Ramadan Sobhy is shedding his jacket to face the responsibilities awaits him in the upcoming African Cup of Nations.

Recommended Story ➤ 5 Lessons Every Entrepreneur Must Learn: Inspired by The Legend “Essam El Hadary”

The crescendo takes us to the football sensational Essam El Hadary at his most precious place by the goal of fire, in a football court of flames. Amazing metaphor of the challenges of the African Cup of Nations which is capable of preparing them for the World Cup in Russia next year.

Once the Egyptian team get out of the flame court they will rise to the challenge further down their path alongside 90 Million fans supporting them.

This dramatic approach emphasizing all that is true about our national football team in Pepsi’s new advert is definitely raising up the game for everyone else. In just 1 hour achieving exceptional impressions of 2.7K likes and 581 shares.

The Egyptian National Football Team Legacy

Egypt, record holders with seven titles, are returning to the next January’s African Cup of Nations taking place in Gabon- for the first time since 2010.

Egypt is the most successful nation in the black continent history, winning the tournament a record of seven times and moreover, the Egyptian team didn’t face any losses since the 24th edition of the Africa Cup of Nations which was hosted by Tunisia in 2004.

Egypt tops Africa Cup of Nations records and stats:

– Most winning team: 54 by Egypt.
– Highest attendance during a game: 120,000 spectators in Cairo stadium to watch Egypt vs. Cameroon in 1986.
– Most goals scored: 154 by Egypt
– Fastest goal: Ayman Mansour, after 23 seconds against Mozambique in 1994.
– Oldest Scorer in African Cup History: Hossam Hassan (Egypt), 39 years.
– Most titles won by a players: 4 titles for Ahmed Hassan and Essam El-Hadary.
– Most Titles won by a coach: 3 by Hassan Shehata in 2006, 2008 and 2010.
– Title Winner as player and coach: Mahmoud El-Gohary of Egypt in 1959 and 1998.

Since 29 January 2004, Egypt haven’t lost any game in Africa Cup of Nations. The real challenge for the current generation of Egyptian players is to keep a very special record of the longest unbeaten run with 19 matches for Egypt since their 2-1 defeat against Algeria in 2004.

Coopetition, Frenemies: Pepsi turn Red

In what may possibly be the biggest rival of all time between two brands, The Coca-Cola and Pepsi have battled in the famous “Soda Wars” for decades.

The never-ending battle between the two dominant brands since 1980s involved allot of advertising and marketing campaigns but today Pepsi took the initial risk and going “red” by dressing their cans in the Egyptian national team’s jersey aiming to put the competition aside for this month.

Recommended ➤ Coca Cola campaign changing people’s mentality to be more Egyptian

Each successful brand needs to have unique vales which sets them apart from the competition. May be its Pepsi Egypt move to compete by avoiding the competition for one month and launch an emotional campaign that makes the brand look more noble, humble and proactive rather than just responding to Coke campaigns.

Coopetition or cooperative competition: We should focus on what matters the most, both brands are benefiting the economy and we think its good to see how a brand can compete and yet show respect for market competitors.

Recommended ➤ Branding: The magic of visual identity

Using red color by Pepsi might sounds risky but according to color psychology, brands tend to increase sales by using warm colors in campaigns. Using the red color in advertising platforms is more effective to influence buying behaviors.

When you’re exposed to warm colors (e.g., red, orange), you experience an immediate biological reaction. Your adrenaline starts flowing. Your blood pressure rises. You experience a greater sense of stimulation.

On global level, Pepsi and Coca Cola have been competing for many years in this famous battle of the brands. Pepsi has launched several interesting advertisements that puts down Coca Cola indirectly!

Pepsi advertisement is very humorous and also takes a poke at the Coca-Cola and usually the first thing to catch your eye would be seeing both Pepsi and Coca-Cola names in on image!

April Fool Poster: We Love Coca-Cola by PEPSI
April Fool Poster: We Love Coca-Cola by PEPSI

You might like or criticize Pepsi advert, but it remains a bold relevant campaign with powerful communication message that would be a call to action for more brands to unite even for one month under one flag and one color for an elite national goal.

Chapeau Pepsi for this extraordinary concept!

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Branding, CAMPAIGNS

Aliens Campaign: Cadbury escapes planet earth and Egyptians aren’t happy

Customization marketing is an important and crucial aspect of marketing that many of us forget to take into consideration. Marketers…

Customization marketing is an important and crucial aspect of marketing that many of us forget to take into consideration. Marketers continue to focus on pushing maximum reach, but forget that reach isn’t always everything.

Cadbury is a British multinational confectionery company wholly owned by American company Mondelez International (originally Kraft Foods) since 2010.

The Mondelez-owned brand Cadbury Egypt catches up ‘Free the joy’ global campaign, but seemingly bites the dust with consumer feedback. Cadbury’s Dairy Milk chocolate is both an international and local hit, a popular choice for many. Unfortunately, it seems that Dairy Milk may lose some of its strong footing in Egypt after its newest campaign.

Dairy Milk jumps out of the box in 2018, so far out that they have flung themselves into space! The chocolate bars have found their way into alien hands.

 

Don’t let those wide innocent eyes fool you.

They’re coming.

They’re here.

And we know what happens when aliens visit our planet!

 

The idea behind the campaign is brining people to [Feel the Joy or اطلق السعادة]. The alien symbol aims to send out a message of universal love of the chocolate. Showing that Cadbury’s Dairy Milk is able to surpass the limits of culture, language and even planets.

One thing is for sure, the custom-made aliens are definitely making a splash on social media, and everyone has their own opinion on the invasion.

 

Cadbury Egypt catches up to global campaign, 2 years later….

Cadbury’s not-so fuzzy aliens actually come from one of Cadbury’s international divisions, Cadbury India.

The television ad, and aliens, was first released in 2016 as a part of a global campaign, which was set to release in Canada, South Africa, Egypt, Saudi Arabia, UAE, Pakistan, and in some countries in South East Asia.

The campaign was created for Cadbury for their back-then new slogan, “tastes more chocolately.”

The original TVC was animated by Ogilvy & Mather Mumbai and released between October and November of 2016.

 

With only a few small details changed, and an entire scene cut from the end, the ads are basically identical. It seems like Cadbury did not invest enough in customization or marketing localization, instead opting to not customize the ad for local consumption.

 

Cadbury 2018 global brand platform changes into kindness

Cadbury global marketing strategy in 2018 tends to leave joy positioning after six years to go ‘back to brand roots’. The new key marketing messages are designed to focus genuine acts of kindness and generosity.

The new marketing direction in 2018 is re-connecting consumers to Cadbury brand equity by aligning the key messages with moments of kindness instead of moments of joy.

Watch the new TV campaign first aired on 12 January which marks the same date of launching the aliens campaign in Egypt.

 

The new brand positioning aligned with kindness theme will be implemented across the Cadbury portfolio in 2018, starting with the Cadbury Dairy Milk brand.

 

Egypt’s Social Media Feedback

If you do not get Egypt, Egypt will get you. A quick review of the teaser published on Facebook brand page shows that 49% of the comments have been negative towards the aliens (40% positive, 11% other).

Comments ranged from” Irrelevant and not consistent with their “Happiness” platform… Not every global campaign should fit locals!” to “Is this an ad or a horror movie?” *

Another issue that some fans have brought up is the fact that the Aliens were featured on major billboards days before the teaser’s release.

Enabling many people to figure out their feelings about the creatures without the campaign’s context. Perhaps if Cadbury had waited to release the billboards after the ad had been released, then they may have had a better reception.

It’s not all bad though, some people have clearly enjoyed the ad such as this commentator, “I have to buy a Cadbury chocolate bar soon cause [I] love this type of out of this world creepy and unusual stand out advertisement.”

There are two things that this campaign has left us to wonder.

Would the campaign have made it through if Cadbury focused more on customization, and created focus groups to check on feedback?

Would have revealing the billboards at a later date, after the ads release, allowed customers to have more time to like the aliens?

And here is another question, why is their dance so catchy?

Give us your answers in the comments!

*Translated from Arabic

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Branding

Infographic: The original names and logos of famous Egyptian brands

There are many reasons an organization or a famous brand would decide to rebrand. The main reason is when it…

There are many reasons an organization or a famous brand would decide to rebrand. The main reason is when it needs to create a greater sense of brand unity across its business to reflect differentiated identity in the minds of consumers.

For new marketers and experienced professionals, it can be difficult to keep up with the changes that occur in the market. From classic brand names getting uplifts, to brands completely going under the knife and getting a new identity, we are tasked to keep documenting the changes.

We at Think Marketing are working on developing new indigenous content initiatives that meant to provide valuable help for both local and international businesses to better understand and track the Egyptian marketing scene.

In the last 25 years, some Egyptian brands implemented new rebranding strategy which involved a new logo design uplift while others got a totally new brand identity. To make it easier for you, we’ve made an infographic! *

*Give it a moment, it may take a moment to load.

 

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CAMPAIGNS

Supreme Council for Media Regulation bans Vodafone’s Abla Fahita advert

Controversy has continued to surround Abla Fahita as Vodafone’s latest commercial campaign featuring the popular puppet was banned from broadcasting…

Controversy has continued to surround Abla Fahita as Vodafone’s latest commercial campaign featuring the popular puppet was banned from broadcasting on TV yesterday, according to a decision issued by the Supreme Council for Media Regulation.

The commercial campaign idea was created to launch Vodafone’s latest promotion “Vodafone Pass” which allow users to enjoy the internet streaming on social, Video, & Music without consuming main mobile internet bundle or balance.

The advert revolves around a song performed by Abla Fahita, which describes consumers problems with the internet, especially with internet prices and the fact that internet bundles usually consumed so quickly.

The Supreme Council for Media Regulation banned Vodafone advertisement because it contains inappropriate phrases and scenes that violate public taste and values.

Meanwhile, the council pointed out in its statement that by showing such scenes, Vodafone abused its position and misbehaved.

Vodafone’s Abla Fahita Ad already hit 9,919,123 views on YouTube in one week time span and ranked as 2nd most trending video on Egypt and considered one of Vodafone’s most viewed videos of all time.

Maspero already refused to air the Advert:

Egypt’s state television has reportedly refused to air a commercial featuring the popular Egyptian muppet “Abla Fahita” over inappropriate content.

Egyptian state-run television channel Maspero already refused to air the latest Vodafone commercial after accusing the commercial of “playing with words to give a different meaning than the original meaning of each, which affects public morals” making it unsuitable for children.

Maspero already refused to air the Advert
Image courtesy: masrawy.com

Abla Fahita is a popular puppet that appeared in 2011 and performed an entertainment program named “El-Duplex” on the satellite TV channel CBC, even though the program is described as inappropriate due to using bad language, and it received condemnations from the Egyptian society.

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CAMPAIGNS, Featured Stories

Mo’ Salah 2018 campaign should be pretty much as Vodafone brand as it gets

Born in the Egyptian city of Basyoun, 100km or so north of Cairo, Mohamed Salah’s footballing journey began in the…

Born in the Egyptian city of Basyoun, 100km or so north of Cairo, Mohamed Salah’s footballing journey began in the Nasr City district of the Egyptian capital playing for El Mokawloon SC during 2009-2010 season.

Today, Egypt winger Mohamed Salah with no doubt is the phoenix for his generation of Pharaohs. Mohamed Salah caught the attention of the football world for his speed and earned the world’s respect after his muted celebration after scoring a goal against Chelsea.

Since his historic penalty against Congo and qualifying Egypt to 2018 World Cup “with Salah’s help, of course”, the 25-year-old’s star is on the rise and this is the reason why he has been hailed as the ‘Egyptian Messi’.

Also Read ► Road to Russia 2018: The most prepared brands for the historical moment

Mohamed Salah is now branded as a successful young Egyptian who can be a role model to inspire Egyptians especially younger people and give an example to be emulated in behavior, commitment, and strive for success.

Salah, who has also been nominated for the CAF African Footballer of the Year award, is currently the Premier League’s top scorer after scoring 20 goals in 25 matches since signing for the Reds this summer.

Also Read ►Pepsi features Mohamed Salah in Advert about Ambition and Success

With statistics, Mohamed Salah is considered the most expensive Egyptian, Arab and, African player in the football history after moving to Liverpool last summer for 42M euros.

 

Why Mohamed Salah’s success is a triumph for Vodafone’s Branding Campaign

Vodafone Egypt today announced Mohamed Salah to be Vodafone Egypt’s newest brand ambassador. Accordingly, Mohamed Salah will lead Vodafone’s advertising campaigns for 2018 under the slogan “The future is exciting. Ready?”

In line with Vodafone’s new vision of optimism, Mohamed Salah up coming campaigns for Vodafone Egypt should achieve the brand aspirations and dreams for a better future and reflect Vodafone’s trust and hope for young people.

اللي جاي أقوى 💪

Posted by Vodafone Egypt on Wednesday, December 20, 2017

 

One of the toughest aspects of building a successful brand is building an emotional connection with consumers and Mohammed Salah was chosen by Vodafone Egypt as an example to achieve ambitions and to work towards a stronger and better future.

Also Read ► Vodafone Launches New Visual Brand Identity

Brand intimacy is the new paradigm in marketing and consumers connects more with brands when they seems to care about people like themselves and is making a positive difference in the world.

Mohamed Salah reflects Vodafone’s new brand identity and he is really an inspiring example of how to leverage your personal capabilities to get into the career you want and push-up your challenges from local to international standards.

Vodafone Egypt just clinched the best player in Africa from rival competitor Etisalat Misr

Back in Jun 2016, Mohamed Salah was featured in Etisalat Misr “Imagine Tomorrow” campaign. Today, by naming Mohamed Salah as Vodafone Egypt’s brand ambassador, its considered another victory for Vodafone to complete a winning deal with Salah who has been crowned BBC African Footballer of the Year following an exceptional year with AS Roma, Liverpool and the Egyptian national team.

Worth mentioning that Pepsi has chosen Egyptian professional footballer, Mohamed Salah as the new brand ambassador for Pepsi-Cola in the Middle East and North Africa (MENA) region in 2016.

Recommended Read ► Pepsi and Coke become “Frenemies” to support The Egyptian National Team

We wonder if  Salah would consider Coca-Cola campaign for World Cup 2018. Specially that Coca-Cola is one of the longest-standing corporate partners of FIFA, with a formal association since 1974 and an official sponsorship of FIFA World Cup™ that began in 1978.

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