Captain Munch: Discover Adventure with Captain Munch!

Su Ling Chan

This case study describes how Munchy's, the snack manufacturer, launched a new cookie product - Captain Munch - to challenge the market leader in Malaysia and Singapore.

Captain Munch: Discover Adventure with Captain Munch!

Su Ling Chan

Campaign details

Brand owner: Munchy'sAgency: Naga DDB, Universal McCann Malaysia, Anthem! SingaporeBrand: Captain MunchCountry: MalaysiaChannels used: Branded content, Packaging and design, Point-of-purchase, in-store media, Product placement, Sponsorship – media, TelevisionMedia budget: 500k – 1 million

Executive summary

When Munchy's decided to launch a new cookie, it faced the joint dilemma of entering a crowded category with many parity products and also going up against a truly dominant category leader. This campaign shows how Captain Munch set out to realise...

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