Caution – there’s no telling what will happen when you taste MAGGI Fusian Pad Thai. Perhaps its flavours will conjure imaginary fire-spitting dragons in your living room; perhaps you’ll get blurry visions of stampeding blue elephants on your way to work. Try it, and let your taste buds drive your imagination.
Welcome to the world of MAGGI Fusian Pad Thai, a new product launch by Nestlé Foods Division via creative agency Publicis Mojo.
An authentic Pad Thai style instant noodle, MAGGI Fusian transforms ordinary snacking into exciting food experiences aimed at busy teens and young adults looking for something quick and convenient between meals.
Foods Head of Marketing at Nestlé, Sibon Schouten says:
“The launch of new MAGGI Fusian Pad Thai is a great opportunity for us to broaden the taste and flavor experiences for more people to enjoy within the category. Having only launched in 2011, it was important we continued to build and solidify the brand’s identity through a campaign that had real standout and a fresh approach for an exciting food brand. We feel the “Caution” campaign really hits the mark in achieving this.”
The idea was brought to life in three chaotic, explosive posters full of fantasy and flavour, created in collaboration with world-renowned artist Laurindo Feliciano.
Michael Dole, Creative Director, says:
“The guys have worked really hard to create a great and unusual campaign for our target market. We were incredibly lucky to work with Laurindo, who added his own brilliant ideas and imagination to bring the concept to life. God only knows what goes on in his head.”
The OOH campaign is supported by a multi-touchpoint channel plan which includes digital and in-store activations.