CLIENT
Candyland
Muhammad Ehtisham Khan, General Manager Marketing
Zaid Habib, Senior Brand Manager
Salman Rafiq, Brand Activation Manager
Rabia Saya, Assistant Brand Manager
Abdul Haseeb Vayani, Brand Activation Officer
Zohair Ismail, Media Manager
AGENCY
Manhattan Communications (Pvt) Ltd *Lead Agency
Ahsan Bhutto, Senior Account Manager
Faraz Shamshad, Creative Manager
Tahir Yousuf, Business Director
Shahzeb Ahmed, Art Director
Adeeba Khan, Chief Creative Officer & Head of Strategy
Waqar Younus, Graphic Designer
Tehmina Siddiqi, Director Operations
Sharjeel Ahmad, Creative Director
Yasir Aslam, Associate Creative Director & Strategy Planner
Muhammad Faique, CEO
Aamir Meer, Chairman
Bodybeat PR
Hasan Rizvi, C.E.O
Manhattan International PVT LTD
Zeb Qamar, Head of Planning
Ahmed Mujtaba, Manager - Media Buying
SUMMARY
Novella being an indigenous Pakistani brand of milk chocolate, despite being at par with the competition in quality, was struggling to gain share of the market. Competition being Cadbury, a global brand with years of legacy, has a strong distribution muscle and deep pockets for buying much higher share of voice on media. By understanding the TA precisely, we brought innovation in the product and created communication that resonated with the TA. Novella was able to stay on top of the consumers’ mind, doubling its market share in one year.
