Advertising campaign for Moussy in the MENA region

McCann Kyiv is expanding its presence in international markets by creating a large-scale advertising campaign for Moussy, a brand under Carlsberg, in the MENA region (Middle East and North Africa). The first phase involved launching the campaign simultaneously in Saudi Arabia and Egypt. 

The agency faced the challenge of developing creative content that would resonate equally well across two distinct markets while preserving the rich history and national identity of the brand.

The launch of the new Moussy flavor, Pineapple, became the hero flavor and central focus of the campaign in Egypt. In Saudi Arabia, where the brand leads the market, the campaign emphasized Moussy’s advantages and its unique consumer experience. 

McCann Kyiv’s materials were culturally and socially tailored to each region. The agency not only developed the creative concepts but also handled their execution. A key element was a video shot on a pineapple plantation in Thailand. For the first time, influencer