India

2019

WORLD'S FIRST SADAQAH READY PACK

Entrant Company

Oddinary Marketing PLC

Category

Advertising

Client's Name

Avik Sarkar

Sub-Category

Point of Purchase

Brief:<br>Drive consumption for Pringles during the Holy month of Ramadan with a strong cultural context.<br>Cultural Insight:<br>Ramadan is a month dedicated to prayer, introspection, fasting and sharing.<br>SADAQAH as described in the Holy Qur?an encompasses any act of charitable<br>?giving and sharing? done out of compassion, love & generosity is promoted<br>during Ramadan. Yet over the years, it has turned into somewhat of an<br>obligation amongst the younger generation.<br>Opportunity:<br>How do we, as Pringles, make this act of sharing joyful & respectable?<br><br>The Idea:<br>?The World?s first ?Sadaqah Ready Pack.?<br>While most food brands focused on ?Gifting? during this period, we created a<br>special pack that enables the act of ?Sharing?.<br>Execution:<br>Regular can of Pringles + Mini ?gift-ready? can of Pringles +<br>Heart-warming Customizable Greeting Card<br>Retail Presence:<br>93 stores across 5 markets in Pakistan. This was supported by in<br>store branding to bring alive the theme of the pack.<br>Results:<br>Year 2018 Quarter 2 saw 4X growth in Sales vs Same Period in<br>Year 2017

Credits

Arabind Verma
Vrushali Otawanekar
Chris Almeida
Nikhil Kulkarni
Indrani Basu
Vinay Thakker
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