Dubai’s cult chocolate brand FIX Dessert Chocolatier has launched a football-themed box to ride the wave of World Cup excitement, teaming up with ride-hailing app Careem for a citywide activation that has residents lining up daily.
What Is the FIX Cup Mini Hero Box?
The limited-edition box contains 20 pieces across the brand’s fan-favourite flavours, with playful names like Can’t Get Knafeh Of It and Pick Up A Pretzel. It is priced at Dh252 and is available exclusively through Careem, with new drops released twice daily at 2pm and 5pm across both Dubai and Abu Dhabi.
The Prize Element Driving the Buzz
Each box includes a scratch card that can unlock one of several prizes, ranging from Careem Plus subscriptions to limited-edition collector football jerseys and mystery rewards. FIX says more than 600 prizes are being distributed throughout the campaign, designed to mirror the unpredictability of a football match.
A Football Legend Joins the Campaign
Adding to the buzz, the brand brought in former Barcelona and Spain midfielder Andres Iniesta for a surprise appearance tied to the launch, with retro-style collector jerseys also being released as part of the activation.
Why This Matters Beyond the Chocolate
FIX rose to global fame as the brand behind the original viral Dubai chocolate phenomenon, and this campaign shows how homegrown UAE brands are increasingly tying their marketing to major global moments like the World Cup to stay culturally relevant. For residents, it is also one more reason daily errands now come with a side of football fever.
Frequently Asked Questions
Where can I buy the FIX World Cup box?
It is available exclusively through the Careem app, with drops at 2pm and 5pm daily in Dubai and Abu Dhabi.
How much does the box cost?
The FIX Cup Mini Hero Box is priced at Dh252.
What prizes can you win?
Prizes include Careem Plus subscriptions, collector football jerseys, and mystery rewards via an in-box scratch card.
