Maggi Noodles was launched in 1983 as a tasty treat for children, with the brand communicating a strong fun element. The packaging was bright, innovative, and attractive. The brand appealed to mothers as it was very convenient, taking only 2 minutes to prepare, and the price is very affordable. Maggi was a big success.
But, subsequently the brand faced two main challenges:
- Cost escalation forced the company to increase the price of the product
- It became clear that advertising was required to maintain sales. The brand requires constant support.
The need was to establish a strong core franchise of loyalist regular users among children under 14 by means of more closely targeted and less expensive than continuous mass media advertising.
Children under 14 were invited (by press ads and leaflet distribution in schools) to become members of a Maggi Club. The child has to send 5 Maggi logos cut from the packs. The members received a club membership card and a list of gifts of fun activities for the year ahead. Some of the gifts are: Snap Safari Game, Disney Today Comic , Standees Set, Cap and Mask set, etc.
The promotion was extremely successful with large enrollments obtained. These members represented an expanding core franchise set of regular loyalists for the brand.