If you are a loyal Maggi patron who has been pining for the product’s return to the market, it's time for a fist pump. ‘The two minute noodles’ have been declared safe for consumption by the testing labs, announced Nestle India on Wednesday. The newly manufactured stocks have cleared all the three lab tests authorised by the Bombay High Court, and Maggi is expected to hit the shelves by this November.
This isn't good news for just Maggi lovers, but for the company’s investors as well. Since the news was out, Nestle’s share prices saw a surge. As compared to its previous day's close of Rs 6234.35, the company’s stock was up 12.80 per cent at end of day’s trade on 4 November to close at Rs 6247.15. The stock opened at Rs 6256.85 and touched an intra-day high of Rs 6479 and a low of Rs 6220.80.
The popular FMCG product came under scrutiny after more than permissible amount of lead was found in it, which eventually led to the product being taken off the shelf.
To read more on Maggi’s ban from the market, click here.
But Maggi’s fight to win back its lost reputation, and make up for its absence from the brand space doesn’t stop at government clearance.
The industry’s eyes are trained to see what the brand pulls off on its marketing and advertising front, given that Maggi’s return could be the biggest brand come back of the year.
A precursor to which we saw in a slew of short videos that Nestle recently launched on its official YouTube channel. These managed to evoke nostalgia for the brand, even when the product was off the shelf.
Responding to the many love letters from loyal fans on social media, Maggi released six videos each ending with a ‘Miss You’ message. Conceptualised by McCann Worldwide, which handles Nestle’s corporate campaigns, the campaign instantly grabbed eyeballs with #WeMissYouToo spreading across social media.
In a later interview to a leading business daily, McCann Worldwide India CEO Prasoon Joshi had said that the campaign was an instinctual response to what was being said on Twitter and Facebook.
While Publicis Worldwide remain the creative agency for Maggi, Joshi is heralding the re-launch campaign for the brand.
The campaign may have tugged at the heartstrings of a few, but according RK Swamy Hansa Group chairman and International Advertising Association (IAA) India chapter president Srinivasan Swamy the campaign hit the market “a little late in the day.” Swamy also feels that the campaign was mostly targeted towards opinion makers, and not at the core consumer base of the product, which is a larger number than Twitter and Facebook’s audience.
http://www.indiantelevision.com/mam/marketing/brands/all-eyes-on-maggis-relaunch-campaign-as-brand-clears-lab-tests-nestle-stock-up-13-151104
This isn't good news for just Maggi lovers, but for the company’s investors as well. Since the news was out, Nestle’s share prices saw a surge. As compared to its previous day's close of Rs 6234.35, the company’s stock was up 12.80 per cent at end of day’s trade on 4 November to close at Rs 6247.15. The stock opened at Rs 6256.85 and touched an intra-day high of Rs 6479 and a low of Rs 6220.80.
The popular FMCG product came under scrutiny after more than permissible amount of lead was found in it, which eventually led to the product being taken off the shelf.
To read more on Maggi’s ban from the market, click here.
But Maggi’s fight to win back its lost reputation, and make up for its absence from the brand space doesn’t stop at government clearance.
The industry’s eyes are trained to see what the brand pulls off on its marketing and advertising front, given that Maggi’s return could be the biggest brand come back of the year.
A precursor to which we saw in a slew of short videos that Nestle recently launched on its official YouTube channel. These managed to evoke nostalgia for the brand, even when the product was off the shelf.
Responding to the many love letters from loyal fans on social media, Maggi released six videos each ending with a ‘Miss You’ message. Conceptualised by McCann Worldwide, which handles Nestle’s corporate campaigns, the campaign instantly grabbed eyeballs with #WeMissYouToo spreading across social media.
In a later interview to a leading business daily, McCann Worldwide India CEO Prasoon Joshi had said that the campaign was an instinctual response to what was being said on Twitter and Facebook.
While Publicis Worldwide remain the creative agency for Maggi, Joshi is heralding the re-launch campaign for the brand.
The campaign may have tugged at the heartstrings of a few, but according RK Swamy Hansa Group chairman and International Advertising Association (IAA) India chapter president Srinivasan Swamy the campaign hit the market “a little late in the day.” Swamy also feels that the campaign was mostly targeted towards opinion makers, and not at the core consumer base of the product, which is a larger number than Twitter and Facebook’s audience.
http://www.indiantelevision.com/mam/marketing/brands/all-eyes-on-maggis-relaunch-campaign-as-brand-clears-lab-tests-nestle-stock-up-13-151104
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