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2023 GOLD
Tapal Family Mixture - "Meri Family Meri Strength"
Family Mixture had to overcome the challenge of sustaining/accelerating growth (within relevant regions) in one of the biggest and most saturated categories within Pakistan. Driving growth meant building consumption as well as tapping into a previously unowned segment thereby catering to a much more diverse audience. An insight resonating across all relevant segments was identified and crystalized via an unorthodox campaign which allowed the brand to penetrate into more households as well promote further consumption. This resulted in the ever-highest growth in sales. ¦ Family Mixture had to overcome the challenge of sustaining/accelerating growth (within relevant regions) in one of the biggest and most saturated categories within Pakistan. Driving growth meant building consumption as well as tapping into a previously unowned segment thereby catering to a much more diverse audience. An insight resonating across all relevant segments was identified and crystalized via an unorthodox campaign which allowed the brand to penetrate into more households as well promote further consumption. This resulted in the ever-highest growth in sales.
Brand:
Tapal Family Mixture
Client:
Tapal Tea (Pvt.) Ltd.
Agency:
IAL SAATCHI & SAATCHI
Language:
English
2023 SILVER
2023 SILVER
Khul Ke Roar
CSD is a ginormous category with over 3200 million liters consumed annually, saturated with dominant long time players, who have claimed almost every positioning and space, making it a difficult category to enter. Launching a new brand in the "energy" subcategory was challenging with Sting owning 97% market share, and according to new government regulations, we could not use the term "energy". The campaign demonstrates effectiveness where a new brand took on giants in the CSDs "energy" subcategory whilst being at a disadvantage, and still succeeding.
Brand:
Roar
Client:
Coca Cola
Agency:
Adcom Pvt. Ltd.
Language:
English
FINALISTS
Coca-Cola
We’re Going to Need More Santas: Coca-Cola Rediscovers the Spirit of Christmas
Fuze Tea
Fuze Tea Made of Fusion
Johnnie Walker
Johnnie Walker: Putting the Walk back in Keep Walking
