Campaign details
Brand: Maggi Brand owner: Nestlé Entrant company: MaggiIdea creation: ADA Kuala Lumpur Market: Malaysia Sector: Convenience, readymade Media channels: Online video, Events & experiential, Competitions & contests Budget: Up to 500k
Executive summary
The Lejen Rasanya Remix campaign by Maggi Pedas Giler (Crazily Spicy Maggi) was a testament to how effective use of partnerships can redeem an underwhelming launch.
After unexpectedly low sales at launch, Nestle Maggi tried a different strategy to convince young Malaysians that Pedas Giler was indeed a ‘Made...