Maggi: Too Hot to Handle – Maggi Pedas Giler Lejen Rasanya Remix

Keith Ho, Lam Lai San, Asha Devi

Maggi, an instant noodle brand, ran the Lejen Rasanya Remix campaign to grow sales, awareness and engagement for its Pedas Giler (Crazily Hot) product among young Malaysians.

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...

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