Captain Munch: Discover Adventure with Captain Munch!
Su Ling Chan
Campaign details
Brand owner: Munchy'sAgency: Naga DDB, Universal McCann Malaysia, Anthem! SingaporeBrand: Captain MunchCountry: MalaysiaChannels used: Branded content, Packaging and design, Point-of-purchase, in-store media, Product placement, Sponsorship – media, TelevisionMedia 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...