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How repeating the word
"Different" repeating 6 times in 30 seconds in advertising made a lot of difference in sales of a product.
( Thread )
"Different" repeating 6 times in 30 seconds in advertising made a lot of difference in sales of a product.
( Thread )
1/ After the resounding success of the Maggi Noodles launch, @NestleIndia was emboldened to aggressively launch products in other food categories. An obvious market of choice was ketchup and sauces.
2/ There was only one large national player (Kissan) in the market in 1985, who was almost omnipresent. This brand was flanked by several regional tomato ketchup players and a host of local products.
There was room for another big player to make its niche.
There was room for another big player to make its niche.
3/ At that time, no thickening agents were permitted, so typically, every real tomato ketchup had to use a large quantity of tomato paste to get a reasonable consistency. For this reason, the profit margin and differentiation among brands in ketchup were low.
4/ and the idea of hot-and-sweet sauce came. The chilli version would need a smaller amount of tomato paste as it would have several other ingredients required to deliver the right taste. That would also help them to bring costs down.
5/ at the same time, they were going to cater to a local taste that the bigger brand was not focusing on.
As long as the hot-and-sweet taste become known as the differentiator,
They were playing smart to be different!
As long as the hot-and-sweet taste become known as the differentiator,
They were playing smart to be different!
6/ At the end of the brainstorming session with advertising partners
the conclusion was that hot-and-sweet sauce would need to be clearly "Different" from ketchup. but still be presented as a credible alternative to the popular tomato sauce. The rest is history!
the conclusion was that hot-and-sweet sauce would need to be clearly "Different" from ketchup. but still be presented as a credible alternative to the popular tomato sauce. The rest is history!
7/ The legendary "It's different" commercials showed @jaavedjaaferi and Pankaj Kapur arguing about the difference between ketchup and Maggi Hot and Sweet chilli Sauce.
8/ With a highly campaign-able idea, they shot different commercials around the two friends in many different situations-at a tennis match, on a holiday, in a movie hall,etc.
All the situations where short, engaging and funny, with some popular Bollywood spoofs as well.
All the situations where short, engaging and funny, with some popular Bollywood spoofs as well.
9/ the only topic of conversation was about how "different" Maggi
Hot and Sweet Chilli Sauce was. Even the tag line was:
"Enjoy the difference".
the word "different" was repeated six times in thirty seconds. And it worked!
Hot and Sweet Chilli Sauce was. Even the tag line was:
"Enjoy the difference".
the word "different" was repeated six times in thirty seconds. And it worked!
10/ The most effective aspect of the communication was that
@jaavedjaaferi deliberately referred to the sauce as tomato sauce and Pankaj always corrected him, saying it was a tomato chilli sauce.
The message came through clearly, and the marker began moving.
@jaavedjaaferi deliberately referred to the sauce as tomato sauce and Pankaj always corrected him, saying it was a tomato chilli sauce.
The message came through clearly, and the marker began moving.
11/ The campaign was so successful that within a few months, the Maggi Hot and Sweet sales curve started to trend up and, in a year, was close to 40% of the volume of Maggi sauce's sales.
Since the profitability on Maggi Hot and Sweet Sauce was much higher than Maggi
ketchup.
Since the profitability on Maggi Hot and Sweet Sauce was much higher than Maggi
ketchup.
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