In the snacking world, nothing drives trial and consideration more than an innovation. With that, Egypt’s favorite chocolate was uniting with its favorite cookie in a delicious innovation: Cadbury Dairy Milk Oreo. The challenge was, who does the better sell? Cadbury or Oreo? How do we make sure that this product innovation doesn’t steal share of snack, in the minds of our youth from either core brand?

Upon entering the cinema, our consumers were teased with messages about breaking the cinema silence, and intrigued to understand #TheBestOfBotheWorlds experience. As you got comfortable in your seat, the screen relayed a message about speaking to the stranger next to you to unlock the closed boxes between every two chairs. The message was simple “ What happens when the best of two worlds combine?” “Wait for the surprise”. Consumers unlocked their bars of chocolate by entering a code which was a combination between their two unique ticket numbers. They were then invited to get some more by a vending machine that summoned every Oreo lover and Cadbury lover to join forces to release a bar. The activity was simple, stand on opposing ends, one pushing Oreo one pushing Cadbury push them close enough and a bar would be released.