Malaysian Media Awards Winners Showcase





2012 | |

Captain Munch Wins Shelf Battle

Advertiser: Munchy’s Food Industries Sdn Bhd
Brand: Captain Munch
Creative Agency: -
Credits: -

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Challenge
At trade level, the biscuit category is highly cluttered and mothers are rarely loyal to any biscuit brand. In their monthly purchase cycles, there are many factors that influence decisions at point-of-purchase e.g. promotions, nutritional value, etc. Against the big trade budgets of MNC competitors, how do we stand out?

Solution
There was only one way to cut-across all other decision making factors – PESTER POWER. Mothers hardly said ‘no’ when kids said ‘YES’! We knew that kids love collecting superhero cards. It is often their first personal collection so they would go all lengths to get it, especially when it comes with their favorite biscuit brand. Considering all this, packaging was the most powerful medium so we custom designed exclusive Captain Munch sticker cards!

Execution
In partnership with the popular animated series – Boboiboy, we created special edition product packs which were inserted with exclusive Captain Munch sticker cards for kids to collect! We had 15 versions of sticker-cards which featured heroic images of Captain Munch along with other beloved characters of Boboiboy in various superhero poses. This was a definite kid-magnet as kids gleefully ran to get their hands on the packs, dragging their mothers along!

Results
Captain Munch became a Superhero in kids’ hearts! The exclusive Captain Munch sticker cards boost sales by a whopping 22%. In less than 6 months, Captain Munch rose to become No. 2 in the Cookie Category. With Total Brand Awareness increased to 85%, we narrowed the gap with competitors.