Oishi Case study Oishi Prawn Crackers: Kaleidoscope World by TBWA\santiago Mangada Puno

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Oishi Prawn Crackers: Kaleidoscope World

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Industry Confectionery & snacks, Snacks
Media Case study
Market Chile
Agency TBWA\santiago Mangada Puno
Creative Director Marci Reyes
Released August 2013

Awards

AME Awards, 2014
products & services food, non-retail AME Bronze Medallion

Credits & Description

Award: AME Bronze Medallion
Competition: AME
Competition Year: 2014
Agency: TBWA Santiago Mangada Puno
Agency Country: PHILIPPINES
Agency City: MAKATI CITY
Competition: 193 2014 AME Awards
Category: PS12 food, non-retail
Category Group: products & services
Brand/Sponsor: Oishi Prawn Crackers
Title: Oishi Prawn Crackers: Kaleidoscope World
Item Company: TBWA Santiago Mangada Puno
Item Country: PHILIPPINES
Creative Director: Marci Reyes
Production Company: N/A
Production Company Producer: N/A
Product Type Snack Food
Campaign Start 05 / 23 / 2013
Campaign End 10 / 30 / 2013
Campaign Ran Philippines
Campaign Description
Re-Launch of OIshi Prawn Crackers- a brand launched in the 80s.
Marketing Context
Being one of the older snacks in the market, Oishi Prawn Crackers has been steadily overshadowed by a vast range of new and exciting chip variants. It is in danger of completely being drowned out by the clutter.
The brand has to become more relatable, fun and exciting. We need to capitalize on its enduringly familiar yet unique spicy shrimp flavor.
We need to tell everyone that Oishi Prawn Crackers is a snack that’s here to stay because it is a well-loved classic.
Campaign Planning
Using TBWA’s Disruption tool, the campaign is hinged on the insight that the young generation finds classics and retros cool. This is evidenced by their affinity for remakes of songs and movies, resurfacing of fashion trends and even the re-selling of vinyl records and turntables.
Marketing & Media Strategy
Relaunch the brand to attract a younger segment.
Re-edit Francis M.’s Kaleidoscope World video by digitally inserting Elmo Magalona into the scenes. Launch an unbranded full video on You Tube a week before airing a 30 second branded version.
Get more radio airplay for Kaleidoscope World weeks before launch.
Hype up the Francis M. and Elmo Magalona reunion by launching on Father’s Day.
Creative Strategy
Get a musical icon and his fast – rising son to perform together in a classic MTV years after the father has passed.
Use this to bring a classic snack brand back into a younger generation’s consciousness.
Evidence of Results
After the video’s release, it quickly got more than half a million views, 8,000 likes, and over 2000 comments, almost all positive.
A combined total of 1,848,778 minutes, the equivalent of 3 years and 188 days.
The hashtag #FMForeverMore was mentioned 37,000 times on Twitter.
The video was also featured on various blogs and news articles on the net, as well as national broadsheets, and national television.
Awareness from the target market grew by 26% and sales shot up by 25% from the previous year, better than the entire snack category’s 16%.
Based on Ipsos Asiabus report, significant changes happened after the launch of the ad.
1. Total awareness among our target market grew by 26.88%
2. Ever tried was about 55%
Target Audience
College Teens – a new generation of Oishi snackers
A generation constantly connected and updated. Individualism is a goal and bonding is both a source of security and affirmation. They try new things to give them a sense of freedom and adventure yet they thrive in the familiar because it gives them a sense of belonging. They grow up eating chips as a complement to bonding moments and are easily swayed by everything from colorful packaging to novel flavor combinations. They also find anything retro to be cool and hip.
They are not loyal to any particular snack so they try everything new. They have tried Oishi Prawn Crackers and see it as a classic snack with a familiar flavor.
Talent 1: Melvin Mangada|Chief Creative Officer
Talent 2: Portia Catuira|Managing Director
Talent 3: Marci Reyes|Executive Creative Director
Talent 4: Chino Jayme|Associate Creative Director
Talent 5: Paolo Salcedo|Copywriter
Talent 6: Lance Yumul|Art Director
Talent 7: Andrew Licaros|Account Supervisor
Talent 8: Teresa de Guzman|Account Manager
Talent 9: Sunny Lucero|Producer