INSITE OOH Media Platform

As the passion for football builds amongst the crowd across the region, Pepsi has tapped football star Mohamed Salah in Cairo timed just right before the World Cup starts. This is for their latest limited edition product, the Pepsi Night Edition, which features none other than the football star from Egypt who is one of the biggest people in the world of football. The campaign is seen on various highways and busy areas in Cairo, emphasizing the 2026 FIFA World Cup event, explaining the mystery behind their previous OOH campaign with Salah as well.

This campaign centers on two unique slogans, “Let's stay up, let's dream" and “What if". Featuring Mohamed Salah's charisma, the campaign aims to attract football fans watching live games until the depth of night and makes it easier for them by introducing Pepsi Night Edition. As mentioned, the F&B campaign is strategically launched at this particular time because the World Cup will be held at various time zones where people can only watch the game during late night or early morning. 

The limited-edition product offers approximately 30% more caffeine than regular Pepsi which is intended for those who love football and want a boost of energy during late night games. In terms of visual style, this campaign is strongly influenced by the idea of night. A dark blue background, stadium lighting, and a bokeh effect give a sense of the nighttime football match. In addition, Salah can be seen in photographs carrying a football or making eye contact with people through conversational hand movements.

The chosen theme goes beyond the basic functional characteristics of the product offered. The repeated slogan “Let’s dream” fits seamlessly into the culture of fans of football and the life of Mohamed Salah himself. Thus, the campaign turns late-night match watching into more than just an entertaining activity.

The placement of ads is extensive – there are billboards, bridges, and other types of highway advertisements. This will help Pepsi stay relevant throughout the entire period of the football tournament. Thus, through a culturally appropriate ambassador, a suitable product, and relevant advertising messages, Pepsi was able to launch an effective OOH campaign during a football tournament.

Given the popularity of the 2026 FIFA among people in the region, Pepsi Night Edition's new campaign becomes very relevant. Using the innovations introduced by the company, the brand has created its own marketing approach to promote Pepsi in this context.

Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about the Pepsi campaign.