Overview: For almost 32 years now, MAGGI Noodles has enjoyed immense love and trust. Over the past few months, questions have been raised about the safety of MAGGI Noodles.MAGGI is safe based on more than 3500 tests that have been conducted in India and abroad. Moreover, Food Standards Authorities of USA, Canada, UK, Australia & New Zealand and Singapore have also declared MAGGI safe for consumption.
Concept:
#lovestrikesback
Since, alot of things have been said about how we feel about MAGGI,and how much we missed it, Why not create a campaign which says how MAGGI feels about us! The love, The affection that we have for MAGGI, its the same from the other side too.Hence, a campaign which exibits the love Maggi has for us where Love represents Maggi.
Timeline and Execution:
Since MAGGI was going to hit the market again, the best way to reach to the people was through the racks.
Therefore, a teaser campaign is created which could be undertaken 15-20 days before the relaunch of our MAGGI to create the intrigue within the audience.
Hence, the campaign is majorly divided into three parts. i.e. The package, radio ads and the postcards (print ads) which is distributed into three weeks.
Package: As, the idea is to replace MAGGI with Love, the logo of MAGGI is tweaked so that it looks like a heart and the copy saying #lovestrikesback as, it’s not a usual comeback its the comeback of MAGGI and it has to be with the bang!
The copy at the back is basically a message from MAGGI which is slowly revealed at the end.
These limited edition packages will be launched a week before the launch which is the second week of the campaign.
Postcards/ Print ads : Postcards are the most possible way of connecting to the audience personally. The message on the postcard is the same which is on the pack. It's to create an intrigue within the audience and keep them glued to the campaign.
These postcards will be given in/ with the newspapers or the magazines in the first week of the campaign.
Radio Ads: Every Indian listens to the radio. No matter what They'll switch on the radio when driving a car, getting ready for work in the morning or in the evening to pass some time. Radio ads have always been personally attached to the Indian audience and the best way to hit the nerve is through the radio.
Hence, a radio ad in which maggi is narrating what she feels about the comeback. It's not revealed that Maggi is narrating through the copy but through the typical jingle of Maggi playing along side.
Hence, a radio ad in which maggi is narrating what she feels about the comeback. It's not revealed that Maggi is narrating through the copy but through the typical jingle of Maggi playing along side.
To be launched in the first week and continued till the third week which is few days after the relaunch.
*Disclaimer: Maggi has not reviewed and does not endorse any products, concepts or viewpoints expressed in this project.
Thank you!
