HTIHTIMIMI

Challenge:

The market is very competitive with over 40 Brands in “Pickled Tea & Fried Beans”. U Kar Ka needs to build a point of differentiation in the communication pillars by building emotional affinity with its consumersto stand out in the cluttered environment. We also need to broaden the lingo of consumers when it comes to Laphat instead of just focusing on Shu Shae.

Objective:

Position HtiHti MiMi pickled tea as the Laphat with explosive spiciness and sourness that blows your senses.

Creative:

Leverage an animated facial expression as a creative device to bring to life the impact of the taste. This is supported by a jingle that reinforces the explosiveness of the taste. Hygienically and conveniently packaged for one serving, the creative also establishes its role in the busy lifestyle of young working adults that rarely have time to cook.