2012 Winners & Shortlists

The Campaign

Edita, the mother brand of Molto, is a well-known confectionary company in Egypt that is known for its innovation, fun flavors and creative adverts. Molto is one of the coolest and most well-known sweet croissants with Chocolate and Strawberry fillings. As part of their ongoing innovation, Edita has decided that it's going to penetrate the savory line and launch its newest “cheesy” flavor. So the brief was simply "How can we introduce the new Molto with Cheese flavor to the market, while also giving this BIG piece of news the weight it deserves?” Our objective was putting the “Molto with Cheese Flavor” news at the center stage, while making every other piece of news seem small or insignificant in comparison. Our main communication message across all media platforms was “Molto with Cheese… An event bigger than any other event.”

Success of the Campaign

Molto’s Facebook fan page was created on the 15th of November, 2011, and went on to reach more than 93,000 fans in the following two months. Daily active users have reached an average of more than 10,000 fans in one day. More than 11,350 unique users were talking about the Molto Facebook fan page.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The main theme of the campaign was creating big fantastical events and having our “Molto with Cheese” announcement overshadowing these big events. The campaign was first launched on TV, depicting a news report of Mosaad, the first Egyptian camel to be launched into outer space, only to be rudely interrupted by a man announcing “bigger news”… Molto is now with Cheese. Other fantastical scenarios and characters were introduced in subsequent ads; the appearance of the first Egyptian ninja, and the sudden disappearance of the Cairo Tower by an Indian Mahraja. Our print ad followed the same theme while presenting our characters in a highly-stylized format. The campaign was fledged further through an online fan page dedicated to Mosaad the camel, for which a viral video was created detailing his life story. The campaign also included free thematic giveaways and online interactions with the campaign characters via Facebook profiles and games.