Britannia: Achieving personalization at scale in print

Britannia, a cookie brand, relaunched the iconic cookie of India, Good Day, redesigning it with four smiles instead of one, to build brand love, drive business growth and reach every person who has a distinct and unique smile.

The communication goal

Relaunch the iconic cookie of "India" to re-instill excitement for the consumers, and thereby building brand love and drive business growth. A key change of the relaunch was the change in the cookie design - from one smile to 4 different smiles.

We had to communicate this change - that Good Day is not one, but is about many different & distinctively unique smiles.

The campaign was inspired by real people of India & it was essential to reach every person in "India" who have distinct and the most unique smiles.

The situation analysis

The iconic brand...

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