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善待自己
案例简介：Ugali 是肯尼亚的国菜之一，由玉米粉制成，是大多数人的主食。市场上有各种玉米粉品牌，但我们被要求推出 “优质” 玉米粉。这种玉米粉已经被筛了多次，变得更白更细 -- 提供更柔软、味道更好的 ugali。 挑战是我们如何展示品牌的内在特征 -- 展示筛过的更白的面粉 -- 并且仍然传达产品的优质方面。所以，与其专注于一个快乐的家庭享受美味的 ugali (就像其他 ugali 广告一样), 我们用面粉制作了一个故事，传达了 “溢价”，并展示了面粉的更好方面。 积极的反馈是压倒性的，导致了主要超市意想不到的缺货。
善待自己
案例简介：Ugali is one of Kenya’s national dishes, made from maize flour it is a staple diet for most. There are various maize flour brands in the market, but we were asked to launch a “premium" maize flour. This maize flour has been sifted multiple times, making it whiter & finer - delivering a softer and better tasting ugali. The challenge was how we would demonstrate the intrinsics of the brand - showing the sifted whiter flour - and still communicating the premium aspect of the product. So,instead of focusing on a happy family enjoying a delicious tasting ugali (like every other ugali commercial), we created a story crafted out of flour communicating “PREMIUM” and demonstrating the finer aspects of the flour. The positive feedback has been overwhelming and resulted in unexpected stock-outs at major supermarkets.
Treat Yourself
案例简介：Ugali 是肯尼亚的国菜之一，由玉米粉制成，是大多数人的主食。市场上有各种玉米粉品牌，但我们被要求推出 “优质” 玉米粉。这种玉米粉已经被筛了多次，变得更白更细 -- 提供更柔软、味道更好的 ugali。 挑战是我们如何展示品牌的内在特征 -- 展示筛过的更白的面粉 -- 并且仍然传达产品的优质方面。所以，与其专注于一个快乐的家庭享受美味的 ugali (就像其他 ugali 广告一样), 我们用面粉制作了一个故事，传达了 “溢价”，并展示了面粉的更好方面。 积极的反馈是压倒性的，导致了主要超市意想不到的缺货。
Treat Yourself
案例简介：Ugali is one of Kenya’s national dishes, made from maize flour it is a staple diet for most. There are various maize flour brands in the market, but we were asked to launch a “premium" maize flour. This maize flour has been sifted multiple times, making it whiter & finer - delivering a softer and better tasting ugali. The challenge was how we would demonstrate the intrinsics of the brand - showing the sifted whiter flour - and still communicating the premium aspect of the product. So,instead of focusing on a happy family enjoying a delicious tasting ugali (like every other ugali commercial), we created a story crafted out of flour communicating “PREMIUM” and demonstrating the finer aspects of the flour. The positive feedback has been overwhelming and resulted in unexpected stock-outs at major supermarkets.
善待自己
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Treat Yourself
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