2013 Winners & Shortlists

Brief Explanation

The Egyptian revolution started with a ray of light, a positive and optimistic objective: uniting the power of the people to end corruption. The revolution didn’t turn out the way everyone expected it to be. The result of the revolution caused havoc and chaos to the Egyptian people, depression, gloominess and despair filled the country. There was a sense of instability and uncertainty this generation never experienced before. The step down of a president and the elections of a new one. The fighting against unclarity and desperate to let their voices heard. The conflict between citizens, the police and the army. The drop of tourism and the country’s economy. People needed something to hang on to, something strong, something stronger than fear itself. People needed HOPE. A hope that tomorrow will be better! All this coincided with the relaunch CONO snack. We needed to remind Egyptians how beautiful our country can be and urging them to seek a better future. This message was given out in our tagline, since our brand name had a double meaning: CONO as the brand name and CONO which means ‘BE’ in Arabic language. So, CONO Optimistic means Be Optimistic. Enjoy the ride!