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Prince Chocolate
Prince - Bigger Biscuit, Bigger Adventure

RAN IN: Pakistan

CLIENT
Continental Biscuits Limited

Ovais Chhipa, Group Account Lead
Zainab Khan, Brand Manager

AGENCY
IAL SAATCHI & SAATCHI *Lead Agency

Syed Ali Irtiza Zaidi, Associate Account Director
Batool - E - Azra, Chief Client Officer
Fizza Shah, Executive Creative Director
Amna Nadeem, Associate Creative Director
Mahrukh Nadeem, Account Executive
Nabil Salim, Senior Creative Manager


Mindshare pakistan *Lead Agency



East River Digital



Talisman Animations



SUMMARY

Snacking category is highly competitive with myriad of brands competing for audience’s attention. Not only intense competition, Prince also faced the challenge of declining profitability due to rising raw material prices. Combatting this, indirect price increase was taken keeping in vision not to lose brand love. Campaign showcased that biscuit was now bigger, incorporating Prince storyline. Results were extraordinary with 14% growth in GP margins along with up-trading the consumers to bigger packs such as the SP which grew by 27% in volume, maintaining highest equity in the sandwich segment.

CASE VIDEO


Medium Featured On Video: Branded Content – Product Placement,Digital Mktg. – Content Promotion,Digital Mktg. – Gaming,Digital Mktg. – Influencers,Digital Mktg. – Social: Organic,Digital Mktg. – Social: Paid,OOH – Billboards,OOH – Other Outdoor,Packaging & Product Design,Print - Newspaper,Retail Experience: Digital,Retail Experience: In Store,Influencer / Key Opinion Leader,Trade Shows, Trade Communications, Professional Engagement

Language: English