Careem, the popular super app serving millions across the Middle East, has once again found a way to blend creativity with conversation. The company recently announced an unusual yet intriguing job opening for a Chief Chocolate Officer, a move that has captured widespread attention online. While some people are calling it the sweetest job ever, others believe it’s a smart marketing strategy meant to highlight Careem’s playful and people-centric brand identity.
A Sweet Twist to Corporate Culture
Since its founding in 2012, Careem has built a strong reputation for innovation, making life easier for over 70 million customers and providing earning opportunities to more than 2.5 million Captains. The introduction of a “Chief Chocolate Officer” continues this tradition of creativity, but with a delicious twist. According to Careem, the role is designed for someone who has a deep love for chocolate, a sense of fun, and a passion for spreading joy.
The job description adds a whimsical charm to corporate life. The Chief Chocolate Officer will be responsible for developing Careem’s “chocolate philosophy,” which includes sampling chocolates, creating surprise moments, and bringing sweetness into the workplace. Applicants are encouraged to have a sweet tooth, a chewsy palate, a taste for innovation, and no fear of melting under pressure.
Real Opportunity or Clever Campaign?
As the news spread, opinions across social media have been divided. Some users expressed excitement, tagging friends and joking about applying for the “dream job.” Others questioned whether the role actually exists or if it’s part of a larger marketing campaign aimed at boosting engagement and reinforcing Careem’s humorous, approachable brand image.
Marketing experts note that such campaigns are not new to Careem. Over the years, the company has built a reputation for its quirky brand voice and out-of-the-box ideas, using humor and creativity to engage with its audience. Whether it’s playful in-app messages, witty social media posts, or community-driven initiatives, Careem has consistently found innovative ways to stay relevant and connected with users.
A Masterclass in Brand Engagement
Regardless of whether the position is real or symbolic, the campaign has successfully achieved what every marketing team hopes for — attention, engagement, and conversation. In a time when most corporate communication feels predictable, Careem’s lighthearted approach has once again positioned it as a brand that doesn’t just sell services but creates smiles.
As one social media user commented, “Even if it’s not a real job, it’s a real idea — and that’s what makes Careem stand out.”
Whether Careem truly hires a Chief Chocolate Officer or not, the announcement has already delivered the message loud and clear: Work doesn’t always have to be serious it can be sweet too.
