Brand: CHINSU CHILILead Agency: DENTSU REDDERRegion: APAC
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 effectively leverage low pricing to attract buyers. As the market leader, CHIN-SU is taking the hit the hardest and wants to break this 'commodity' curse of low-involvement price-sensitive category.