The marketing objective
The snacking category in India is growing at 11.8%, dominated by decade old established brands like Bingo (ITC), Lays and Kurkure (PEPSI CO.). Potato Chips, which occupies more than half of the snacking category is growing faster at 16.2% annually.
The belief 'healthy is never nasty' has been deeply ingrained in consumers' mind. 'Healthy' snack brands offering from established players failed to change this belief in the past, affecting their existence. With these challenges, brand Too Yumm launched its health offering 'Too Yumm Multigrain Chips' in the Potato Chips segment.
Objectives:
- Create High Impact Launch of Too...