BACKGROUND
India loves the Maggi brand, the brand has created deep emotional connections across the country, but is mainly synonymous with instant 2-minute noodles. However, the Maggi story is evolving. Moving forward, the brand will focus on homemade food, not only snacking.
To represent this shift towards real cooking, the brand is ‘reimaggining’ how it expresses itself through its brand communications. In line with the belief that when one cooks with Maggi products, one is able to impact people around them, positively, a new brand proposition of “Kuch accha pak raha hai” has been created.
The brand’s packaging has been dramatically overhauled to showcase a more organic and wholesome product line. The focus is on real ingredients that go into making each pack of Maggi.
In addition to our famous noodles, the Maggi product portfolio in India is broadening into a range of tasty cooking aids like Masala-e-Magic, Magic Cubes and Bhuna Masala and food accompaniments like ketchup, dips and sauces.
CHALLENGE
Maggi believes that home cooking needs to be given the respect it deserves, consequently, our aim is to make Maggi an integral part of the home cooking conversation and experience.
Consider the following key question, “How can we strengthen Maggi’s association with real cooking?”
AUDIENCE
All urban Indians who eat or cook with any Maggi product.
DELIVERABLES
The output can take any form (sketches, 3D prototypes, visuals etc.), but the solution must address the key question of how Maggi can strengthen associations with real food and cooking.
As way of an example, you may wish to create a new product extension to the Maggi brand, or you might consider how Maggi can establish a presence in restaurants. Should Maggi write its own cook book?
If you really reimaggine Maggi, the opportunities are endless.
SUBMITTING YOUR ENTRY
- Post 1-6 A2 Presentation Boards, or
- Upload a PDF
- Your entry should include a written document guide, and Google Drive or Dropbox links to your source material.
