Captain Munch: Discover Adventure with Captain Munch!

Su Ling Chan

Campaign details

Brand owner: Munchy's
Agency: Naga DDB, Universal McCann Malaysia, Anthem! Singapore
Brand: Captain Munch
Country: Malaysia
Channels used: Branded content, Packaging and design, Point-of-purchase, in-store media, Product placement, Sponsorship – media, Television
Media budget: 500k – 1 million

Executive summary

When Munchy's decided to launch a new cookie, it faced the joint dilemma of entering a crowded category with many parity products and also going up against a truly dominant category leader. This campaign shows how Captain Munch set out to realise its objective to 'steal' market share from the category leader, Chipsmore, and achieve at least 6% market share (equivalent to second position) after launch in March 2011, sustaining it until December 2011.