INSITE OOH Media Platform

What do a cowboy, a construction worker and four familiar Egyptian stars have in common? The answer is Molto Twist. Edita brings a playful new chapter to Cairo's outdoor advertising landscape, introducing Molto Twist through a celebrity-led campaign featuring Maged El Kedwany, Taha Desouky, Gihan El Shamashergy and Yasmina El-Abd.

Following its previous OOH campaign for Molto Gold, the brand returns with a different product proposition and a humorous approach to communication. The latest billboards introduce Molto Twist's distinctive two-coloured pastry through contrasting personalities, playful scenarios and an Arabic slogan celebrating the product's unusual twist.

Different Personalities, One Molto Twist

The campaign brings together four performers from different generations of Egyptian entertainment, using their contrasting personalities to give Molto Twist a recognisable identity. Maged El Kedwany contributes his established screen presence, while Taha Desouky, Gihan El Shamashergy and Yasmina El-Abd connect the campaign with younger audiences familiar with contemporary Egyptian television and cinema.

The character pairings introduce humour through unexpected combinations. Taha Desouky appears in cowboy-inspired clothing alongside Gihan El Shamashergy, while another execution pairs Maged El Kedwany in construction-site attire with Yasmina El-Abd. Their contrasting looks reflect the campaign's broader theme of bringing different elements together.

This approach gives the food and beverages campaign a connection with Egyptian popular culture. The familiar faces help introduce the product, while the humorous scenarios create opportunities for recognition and conversation beyond the roadside encounter.

Turning Product Innovation into a Campaign Idea

At the centre of the campaign is Molto Twist, a rolled pastry presented through two colourful variants. The billboard features pink and turquoise packaging, with the product's spiral shape and contrasting fillings providing the connection between the snack and the campaign's playful concept.

The Arabic slogan draws attention to the two-coloured twist, giving consumers a straightforward introduction to what distinguishes the product within Molto's wider portfolio. This matters in a competitive snack category where established brands continually introduce new variations to maintain consumer interest and encourage trial.

Rather than relying on technical product descriptions, Edita builds the communication around a memorable idea that audiences can associate with Molto Twist. The contrast between the characters supports the product story, while prominent packaging ensures that the new offering remains identifiable across the campaign.

Cairo OOH Brings the Campaign into Everyday Journeys

Outdoor advertising gives Molto Twist a platform to introduce its product message beyond supermarket shelves and digital channels. Across Cairo's roadside billboards, the campaign combines celebrity recognition with product visibility, reaching motorists during their everyday journeys.

The different character pairings provide creative variety while maintaining a consistent connection to Molto Twist. For a frequently purchased snack, this approach can help build product familiarity before consumers encounter the new variants at retail.

The campaign also reflects Edita's established use of entertainment-led marketing. Its previous Molto campaigns have featured recognisable Egyptian actors and humorous storytelling, making celebrity partnerships a recurring part of the brand's communication strategy.

Originally launched in 1997, Molto was the first packaged croissant brand introduced to the Egyptian market, according to Edita. Since then, the brand has expanded into multiple product varieties, with Molto Twist representing another addition to a portfolio built around convenient sweet snacks.

For more details on this campaign, visit Monitoring Out of Home (MOOH), the outdoor media intelligence agency covering Cairo and Dubai.