Dalda CupShup

Anam Tariq

This case study shows how CupShup, a tea creamer brand, was successfully launched in the Pakistani market by tapping into consumer habits.

Dalda Cup Shup

Anam Tariq

Campaign Details

Brand owner: Dalda FoodsAgency: Anam Tariq, Mindshare; Taha Khan (contributing agency)Brand: CupShupCountry: OtherIndustry: Dairy products, fats, oilsChannels: Content marketing, Magazines - consumer, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store, Product placement, Public relations, Sponsorship - media, TelevisionBudget: 1 - 3 million

Executive Summary

Dalda Foods Limited (DFL) is a renowned cooking oil company in Pakistan, associated with Group M for almost 10 years. Under its banner, DFL houses 3 cooking oils (Dalda, Tullo & Manpasand) and 1 tea whitener (Dalda Cupsshup).

DFL,...

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