Even though Egypt is a football obsessed nation, not everyone here is football savvy so we wanted to make our content relevant to the World Cup and die hard watchers as well as accessible to non football fans and to poke fun at both.

This is how we came up with “Molto is with you in the sweet and the sour” a comedy how-to series on football fan etiquette to get you through all the moments, be them Sweet, or Sour.

Presenting us with these lessons is none other the legend, the hothead, and the 3 time ACN winning coach Hassan Shehata. Hassan Shehata’s title has always been el Me’allem, which means both teach and master so of course he would be the one guiding us. Coaching us on what to say when a goal is scored, when a pass is missed, how to fake it until you make it.

Our strategy was to infiltrate the market before and during the World Cup competition began. Consumers flocked to Molto’s page in order to get tips. Non football savvy fans learned about how to fake being football fans and make it seem like they know what they’re talking about without falling into common beginner pitfalls. While die hard football fans saw these as a hilarious take on all the noobs that they encounter while watching football games.

We released different episodes before all our games in the World Cup to stay relevant to the upcoming events that were taking place. This kept Molto in the minds and bellies of all our consumers.