Marketing Campaign for National Brand Development

Silver
CAMPAIGN
Drinks and Memories
AGENCY
MullenLowe Lintas Group
CLIENT
Hector Beverages
BRAND
Paperboat
DETAILS
In a category dominated by carbonated drinks and fruit juice brands, there was still a niche that had not yet been tapped – the traditional drinks that had been hugely popular in the days before commercial beverages. Being an unknown brand and with no financial fire-power, the objective was to create highly differentiated yet credible communication that would appeal to the memories of the current generation about their growing-up years. The campaign for Paper Boat not only evoked the taste of nostalgia but also managed to make the brand stand out in a cluttered beverages market.
CAMPAIGN
MAGGI #WEMISSYOUTOO
AGENCY
McCann Worldgroup
CLIENT
Nestlé
BRAND
MAGGI
DETAILS
May 2015 brought around the worst crisis that Maggi India could have ever imagined for itself, when the Food Safety & Standards Authority of India labeled itís product as unsafe and hazardous for consumption, resulting in a ban on selling the product. With the product off shelves and an opaque view on what the future had in store for Maggi, it was imperative that Maggi communicated with its eagerly awaiting target audience. Not only was the method of communication crucial for the product, but the idea and message to be expressed had to be strategically perfect. This case unfolds the story of how Maggi achieved the impossible, and regained the trust from the Indian mass that it had almost fully lost within a matter of minutes.
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