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Cadbury Academy of Joy gives unsuspecting UAE movie goers a real treat!

Posted Thu 28 Apr 2011 04:47:52 am in News, Entertainment | By News Desk

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Cadbury Academy of Joy gives unsuspecting UAE movie goers a real treat!

Cadbury Academy of Joy gives unsuspecting UAE movie goers a real treat!

Movie goers leave theater with a smile on their face and a sweet taste in their mouths.

 Cadbury Dairy Milk, the iconic global chocolate brand, has launched the Academy of Joy comedy tour in the GCC. Organized in collaboration with Dubomedy Arts, the tour aims to spread joy and laughter among people while tapping into the growing demand for stand-up comedy performances in the region.

Movie goers at Cinestar Cinemas in Dubai and Abu Dhabi were unexpectedly surprised when their movie experience was ‘pleasantly interrupted’ by a duo of stand up comedians who burst into an impromptu comedy act during the movie trailers. 

The Cadbury Academy of Joy is an excellent way to communicate the brand’s joyful personality. And nothing captures this better than laughter. With live stand-up comedy fast gaining popularity amongst young-adult audiences in this region, the fit and the timing to introduce this initiative could not have been better,” said Mr. Khurram Siddiqi, Director Marketing – Chocolates & Snacks, Kraft Foods MEA. 

Starring stand-up comedians Mina Liccione and Ali Al Sayed of Dubomedy Arts, the duo had the crowd in splits with their hilarious live comedy. Seated amongst the unsuspecting audiences, they would suddenly rise from their seats and perform a three-minute skit, tackling a variety of current issues and clichés in all its forms. Moviegoers, though initially taken by surprise, soon caught on to the stunts sending ripples of laughter across theaters. The stunts ended with a cinema screen message from Cadbury Dairy Milk that read “Smiles are on the house” and Cadbury Dairy Milk chocolate bars for everyone.

“The Cadbury Academy of Joy initiative was a great way for Dubomedy to reach out to moviegoers giving them a truly unique enjoyable experience they will never forget. Seeing the happiness on their faces was well worth our performers’ efforts! We just can’t wait to see people’s reactions to the Academy’s future activities which aim to also foster local talent in the region,” Ali Al Sayed, Dubomedy Arts producer and performer.


About Dubomedy Arts

Dubomedy Arts is a collective of artists building a strong Urban Arts’ Community here in Dubai. Dubomedy Arts is co-directed by Broadway veteran and award-winning Comedienne, Arts Educator and Entertainer; Mina Liccione and Stand Up Comic and producer; Ali Al Sayed. Their goal is to create more performance opportunities for local artists, provide professional performing arts training and put on original productions around the region. They are the folks behind Dubomedy Sole Steppers (Award winning Tap & Body Beats Group), Local Comedy Troupe, launched the first weekly comedy and variety show: “Monday Night Funnies”, made HER-story with FUNNY GIRLS- the first ALL FEMALE Comedy Show in the Middle East and have acted as entertainment for many major events around the region!


About Kraft Foods

Northfield, Ill.-based Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love. Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2010 revenue of $49.2 billion, more than half of which was earned outside North America. Eleven of the company’s iconic brands -- Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia and Trident -- generate revenue of more than $1 billion annually, and 40 have been loved for more than a century. A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor\'s 500, Dow Jones Sustainability Index and Ethibel Sustainability Index. For more information, visit and

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