R2 IIFT Ad Mads
Presentation by
1.
2.
3.
Sons of Pitches
(ISB Co ‘24)
Pratik Bhuwalka
Nipun Gupta
Vedant Agarwal
The revival of HIPPO
Hippo, the one-time favorite snack was discontinued by Parle within 5 years of its launch
in 2009 due to multiple issues. The two major issues that plagued this product was a)
Supply Chain issues and b) ineffective Advertisement strategy.
While the supply chain issues could have been resolved, the company marketed snack as
an alternate to hunger and not as a healthy alternative, which was its true USP.
a)
b)
Main Idea
To market the product
as a healthy alternate
with a better taste.
To target the loyalists
and ensure strong
comeback
Audience
a)
b)
Product loyalists (few
have been very active on
social media)
Wider audience that is
looking for a healthy
alternate
Goal
a) Capture
~10% and ~25%
of market within 2 and 5
years of launch
respectively
b) Establish a healthy
snack market
Re-launch Strategy
Color palate would be around the packaging of new
flavours. The colors will be bright and catch attention
immediately.
The product relaunch would be a two-step approach.
1.
As first step, initial traction around re-launch
would be generated by using the loyalists and
social media influencers. Social media posts such
as attached, and sample packages sent for
product review to create awareness on relaunch
with the taglines “Your favourite snack is back!”
and “Healthier has never been this tasty”
2.
With the product launch date nearing, newspaper
and television advertisements would be started
timed with availability of product on shelves.
1.
Creative Brief
What do we want our customers to believe?
We want the customers to believe that this is the tastiest and healthiest snack present in the market.
Advertisements will be expected to included stickers of “No trans fat”, “No MSG”, “Less Calories” and similar taglines
along the healthy snacks.
We believe the audience cares primarily about the taste and counts the healthy part of the snack as a bonus
point. This is the RTB for the creatives. Functionally, the snack delivers low fat content compared to when the
same quantity of competitor’s products are consumed. Emotionally, the relaunch should appeal to the nostalgia
of good old tasty snacks and the tastier aspect appeals to the tastebuds to the masala-seeking audience.
2.
LEFT BLANK FOR SHORT INPUTS
3.
Formats
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Video Ads – Short 5-6 second videos to be shared on Instagram, OTT, and Television.
Instagram Posts – 1800x1800 px posts and repeat of videos as reels
Newspaper Ads (only initial)– Full page ads highlighting the relaunch of favorite snack
Radio – Collaboration with RJs to touch the nostalgia chord over radio