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Tiger Biscuit
CBL Tiger Biscuit Thematic Campaign 2018

RAN IN: Pakistan

CLIENT
Continental Biscuits Limited

Sami Wahid , General Manager Marketing
Mustafa Hanif , Group Brand Managaer
Bilal Jawed Udhi, Brand Managaer
Syed Muhammad Adeel, Manager Marketing Services

AGENCY
IAL SAATCHI & SAATCHI *Lead Agency

Muneer Mamdani, Business Unit Head
Emad Ul Haque , Brand Strategiest
Amna Nadeem, Senior Creative Manager
Fizza Shah, Associate Creative Director


Mindshare

Owais Hassan, Sr. Media Planner
Tooba Rindani, Account Manager


SUMMARY

Despite being in the market for more than a decade Tiger was still merely known for its VFM proposition. The brand was in dire need of re-positioning to identify a unique space in the category and increase relevance with core-consumers. After identifying Malnutrition as the biggest challenge faced by Pakistani kids, new IMC was activated to highlight the fortified Tiger which provides 20% daily dose of Iron and Zinc. This campaign successfully turned-around the brand and allowed Tiger to own the nutrition platform, a space Pakistani mothers felt strongly about.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: OOH,PACKAGING,PR,PRINT,RADIO,RETAIL EXPERIENCE,SALES PROMOTION,SOCIAL MEDIA,TRADE COMMUNICATIONS/PROMO,TV

Audience: Children (12 and under)

Objectives: Build brand equity

Type: Business to Consumer

Language: English