Lexus: Every moment holds a little delight

Malaysian biscuit brand Lexus gained penetration and market share by running a multimedia campaign around a new product launch focusing on mothers and families.

Campaign details

Brand: Munchy's LexusBrand owner: Munchy'sLead agency: Naga DDB Tribal MalaysiaContributing agencies: Universal Mccann MalaysiaCountry: MalaysiaIndustries: Bread, cake, biscuitsMedia channels: Games & competitions, Online video, Point-of-purchase, in-store, TelevisionBudget: Up to 500k

Executive summary

Lexus, a cream sandwich biscuit brand, needed to win over Malaysian mums with a product format that wasn't new. Not only were we competing in a commoditised category, we were also a young player up against heritage brands: Oreo's and Julie's. This is a story of how Lexus found a way...

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