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Walking into an obscure Cairo supermarket, I glanced at the chocolate section and did a double-take. A row of Gersy chocolates innocently sat alongside modern-day counterparts, seemingly camouflaging itself as a regular snack rather than its true identity: an unlocked memory of a childhood song that would end up stuck in my head for a week after. Even though the creators of Gersy had no access to today’s array of targeted online marketing tools and analytics, they managed to ensure…