There’s a new trend spreading like wildfire among Malaysian youth, and it’s all about food. More specifically, the MAGGI Pedas Giler Cheezy Berapi instant noodles, courtesy of Nestlé’s latest ‘Rasa Memang Viral’ (Taste That’s Viral) campaign.
Coined by Interpublic Group’s creative media subsidiary, Mediabrands Content Studio (MBCS), the campaign aims to entice the younger demographic, given their penchant for viral food trends. “We leveraged the widespread trend of viral food phenomena in Malaysia and ingeniously amalgamated it with the ubiquitous presence of MAGGI, birthing our #RasaMemangViral campaign,” explained Amir Faiz, Group Creative Director at MBCS.
The campaign video sets off with content creator Maryam Younarae, representing #TeamCheezy, and rapper/artist Noki K-Clique, from #TeamBerapi, having a spirited debate about the unique qualities that could catapult MAGGI into a viral sensation.
This clash of culinary preferences is delightfully squashed when brand ambassador MK K-Clique enters the frame, delivering a catchy rap that harmoniously fuses the cheesy and spicy attributes of the noodles.
“MAGGI Pedas Giler is a brand that distinguishes itself by catering to the Malaysian palate and is strongly ingrained in local youth culture, exemplified by the ‘Ada Berani’ Spicy Challenge,” Lim Siew Ling, Consumer Marketing Manager at Nestlé (Malaysia), further expounded.
Lim praised MBCS for devising a fun and offbeat campaign, with hopes that it would resonate well with their target audience during the launch. “The exceptional crew of MK K-Clique and his team have skillfully constructed an edgy anthem that sets the stage on fire,” Amir added, emphasizing the campaign’s dynamic nature. He points out that the catchy rap, set against a train station backdrop, encapsulates the on-the-go consumption of MAGGI Pedas Giler Cheezy Berapi and captures the product’s intense, fiery appeal.
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Adding further zest to the campaign, a physical launch is scheduled to take place at the Sunway Pyramid Concourse from July 13 to 16, 2023. Special appearances by MK K-Clique, Noki K-Clique, and Maryam Younarae will add star power to the event.
Viral brand launches are becoming increasingly crucial in boosting brand awareness. As seen recently, Skechers launched a ‘Skechers x Transformers’ collection in collaboration with Hasbro, coinciding with the release of the new Transformers: Rise of the Beasts film.
Will Nestlé’s MAGGI Pedas Giler Cheezy Berapi become the next viral sensation among Malaysian youth? Only time will tell.
The origin of this news is based on the marketing-interactive website.
