1. Film & Branded Content Kancils [1.10 Best use of Cultural Insights in Film & Branded Content]
Campbell Soup Southeast Asia Sdn Bhd
Objective:Elevate Kimball as a stronger challenger brand of sauces among grassroots Malay consumers. Context:Over the years Kimball brand lovers & non-users saw a lack of brand initiatives both in and out of stores. What can Kimball do to stand out and be relevant again?
Idea:We position Kimball as mum's partner in her everyday cooking, the sauces that can - "boleh" - bring out the flavours of her dishes: Kimball-leh! Execution:A series of web films that engage Kimball's target consumers in the manner they respond most positively to: simple comedy. The films feature Malaysian slices of life that show how our target can Kimball-leh their dishes.