Campaign details
Brand: CHINSU CHILI Lead Agency: DENTSU REDDER Region: APAC
Strategy
Objective
Brand challenge: How can brands in low-involvement categories break the 'commodity' curse?
Suffering the same fate with other condiment brands, CHIN-SU chili sauce struggles to create connection with its consumers and therefore, is still perceived as a commodity. This was not a problem until CHIN-SU is faced with the rise of new-comers who
