Building Brands Online: Maggi

This report assesses the impact of different media formats used during a campaign by Maggi So Juicy, the recipe mix brand owned by Nestlé, in the UK.

Building Brands Online: Maggi

Welcome to the second instalment of the IAB's Building Brands Online Trilogy. Through this series of cross media research projects focusing on the FMCG sector, we aim to show the ways in which digital advertising can be used to build brands effectively.

Here in part two we focus on the effectiveness of the online campaign to promote the Nestlé product, Maggi So Juicy. Part one looked at the campaign to establish a new luxury instant coffee brand, Starbucks VIA, we'll conclude the trilogy with research into the campaign to reposition the GSK energy drink, Lucozade.

Each...

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