NO EXTRA SPICE NEEDED
As a new brand of traditional Indonesian spices, both marketing budgets and consumer awareness was low. We needed to find a way to reach our target consumer and create a memorable impact.
Indonesians love to gossip. Adding a little bit of 'spice' here and there is common to make stories more interesting. And Indonesian housewives, our core target market, would flock to gossip sights to get their fill of 'sensational-spiced' headlines.
IDEA & IMPLEMENTATION
We placed a digital ad on one of Indonesia's most popular gossip sites tempting readers with the latest, tastiest gossip. When they rolled-over the ad, a message appeared: "Even gossip is tastier with the Extra 'spice' of Latifah spices."
This triggered all of the headlines to become more controversial and "spicier".