Project Details
Name
Sector
Project Request
GENTO
FMCG – Home & Fabric Care
Penetrating Gento into the Egyptian market with a whole brand new communication strategy
Gento, the flagship brand of Saudi National Care Company, has been a trusted name in the Gulf since 1982, known for its premium-quality cleaning products that balance deep hygiene, long-lasting fragrance, and affordability.
With ISO-9001 certification and the Saudi Made mark, the brand leads across Saudi Arabia and more than 10 international markets.
In 2025, Gento took its biggest step yet — entering the Egyptian market, one of the most emotionally charged and competitive detergent categories in the MENA region, dominated by OXI and other local powerhouses
Project Details
Name
Sector
Project Request
GENTO
FMCG – Home & Fabric Care
Penetrating Gento into the Egyptian market with a whole brand new communication strategy
Gento, the flagship brand of Saudi National Care Company, has been a trusted name in the Gulf since 1982, known for its premium-quality cleaning products that balance deep hygiene, long-lasting fragrance, and affordability.
With ISO-9001 certification and the Saudi Made mark, the brand leads across Saudi Arabia and more than 10 international markets.
In 2025, Gento took its biggest step yet — entering the Egyptian market, one of the most emotionally charged and competitive detergent categories in the MENA region, dominated by OXI and other local powerhouses
THE CHALLENGE
- Cultural Attachment
Egyptian women don’t just use cleaning products; they inherit them.
For decades, detergent brands have been passed from mother to daughter as symbols of care, identity, and pride.
To break through, Gento had to become emotionally native — speaking Egyptian, not Saudi. - Market Competition
OXI dominates Egypt through cheap prices, strong communication, and habitual use.
Gento’s challenge wasn’t just awareness — it was changing behavior in a category built on trust and repetition. - Behavioral & Emotional Reality
For Egyptian housewives in B and C classes, cleaning isn’t just work — it’s a lifestyle of endurance.
They wake up to it, fall asleep after it, and spend half their week scrubbing, rinsing, and re-cleaning.
It’s not just time-consuming — it’s life-consuming.
Market Analysis:
The Human & Emotional Insight
Through focus groups (Her Diary, What Women Want, About Her), we uncovered a universal truth:
Egyptian women are emotional, nurturing, and powerful — yet cleaning slowly drains their energy, emotions, and femininity.
Behind every spotless home is a woman who carries more than she should.
She carries her home, her children, her husband, her emotions — and her exhaustion.
Every hour she spends cleaning is an hour taken from her rest, her dreams, her self-care, her peace.
Cheap, ineffective products make her clean more, scrub harder, and feel less like herself.
“التنضيف مش مجرد شغل بيت… ده حاجة بتاكل من وقتها، من طاقتها، من أنوثتها.”
“كل دقيقة بتقضيها في الدعك والتنضيف، بتتسرق من وقتها مع نفسها، مع ولادها، مع حياتها.”
Insight
For B & C class Egyptian women, especially housewives, cleaning is not just a task — it’s a draining, time-consuming routine that eats up their day and their energy. It’s not just about physical effort, but about the life they sacrifice in the process. Every hour spent scrubbing, re-cleaning, and chasing stains is an hour taken from rest, from family, from living. Cleaning becomes more than a chore — it becomes a cycle that quietly consumes the moments that make up their life.
Observation:
Cleaning isn’t just time-consuming — it’s energy-consuming. It takes her softness, her calm, and her presence.
Core USP:
Gento’s technology gives back what life (and other detergents) take away: time and energy.
- Dual-action formula: disinfectant + cleaner
- Removes stains faster with less effort
- Long-lasting fragrance (pine, oud, lavender, rose) for emotional freshness
- ISO-certified Saudi quality — global performance, local trust
- Smart value: premium results at accessible price
STRATEGIC SOLUTION:
We built the entire entry strategy around a cultural and emotional truth:
Egyptian women carry too much — physically, mentally, emotionally.
So our brand positioning became not about “removing stains,” but about removing burdens.
Brand Positioning & Communication Umbrella:
“جينتو… شايل معاكي كتير”
“Gento… Got You.”
This line became the emotional, creative, and strategic heart of Gento’s communication in Egypt.
It’s not only a tagline — it’s a philosophy of empathy and understanding.
In a world that asks women to carry everything, Gento carries something for her.
Creative Rationale:
In Egyptian homes, every corner tells a story — but behind every story is a tired woman.
A woman who gives endlessly, loves deeply, and rarely pauses for herself.
We positioned Gento as the only brand that sees her.
That understands her exhaustion and speaks to her humanity, not just her chores.
Every bottle of Gento doesn’t promise “clean.”
It promises relief.
Because when cleaning takes less time, she has more time to feel human —
to rest, laugh, feel beautiful, and reconnect with her femininity.
Digital Campaign Rollout:
TikTok & Reels Series – “الستات لبعضيها”
A light, emotional, and relatable short-form series featuring real women sharing cleaning hacks, emotional reflections, and self-care tips.
- Tone: Warm, honest, sisterly.
- Format: Direct-to-camera, 15–30 seconds.
- Hashtags: #شايل_معاكي_كتير | #GentoGotYou
- Purpose: Build emotional trust by showing empathy before selling functionality.
Facebook Community – “الستات لبعضيها” Club
We created a safe space for women to talk about their everyday struggles — not just cleaning.
They shared stories, jokes, advice, and emotional moments under Gento’s umbrella.
The group became a living representation of the brand promise ‘شايل معاكي كتير “—
a community where women help each other carry the load.
YouTube Mini-Series – الستات لبعضيها
Hosted by a relatable Egyptian woman — not a celebrity, but “the wise friend” archetype.
She shares practical tips, emotional reflections, and small routines that help women take control of their time and energy again.
- Episodes: 3–5 minutes
- Tone: Calm, real, empathetic
- Goal: Inspire women to feel seen, valued, and supported by Gento.
Influencer Activation – شايل_معاكي_كتير #
A heartfelt digital mini-series featuring real couples and families — showing how shared responsibility makes homes happier.
Each episode blended humor, warmth, and authenticity, reinforcing the campaign’s message:
“When everyone helps carry the load, life feels lighter.”
Featured Influencers:
- Aya & Yasser – mass reach and humor
- Abdullah El Turky & Haidy – young marriage freshness
- Suzy & Moonly – Gen Z perspective
- Om Khaled & Abu Khaled, Om Makka & Abo Makka – everyday Egyptian life
Digital Execution:
Brand Ambassadors:
We selected Egyptian icons known for embodying strength, discipline, and dominance:
- Ahmed El Awady – discipline and grit.
- Mohamed Ramadan – unapologetic power and attitude.
- Ahmed El Sakka – legacy of toughness and resilience.
Influencer Strategy:
We expanded into fitness and grooming communities by collaborating with influencers known for their masculine persona and physical discipline:
- Captain Mekawy
- Youssef Hashish
- Khaled Jawad
Their content revolved around the daily ritual of shaving — a symbol of readiness, power, and self-command.
Strategic Takeaways
- Empathy > Economy. Gento won hearts before carts.
- Speaking to a woman’s emotional truth is stronger than competing on price.
- By connecting cleanliness to time, energy, and femininity, Gento transformed from a Saudi import to a local emotional ally.
شايل معاكي كتير became not just a tagline & communication umbrella —
it became a cultural expression of care, fatigue, and shared strength.