Online & Digital
“Fists of Fusian”
Nestlé/Maggi Fusian
Issue 25 | December 2012
Background
Asian flavours are driving growth in the warm snacking category for Gen Y consumers but Maggi Fusian was struggling because, with little brand or product heritage in Asian flavours, it couldn’t hang its hat on authenticity.
The brief was to change Fusian’s fortunes and entertain a bored Gen Y audience. These young people don’t differentiate between ads and content – they just want to be entertained. They’re always mashing up, auto-tuning, and LOLing about the things they like. So the idea was to let them tell their story the way they do best.
This article is for Directory subscribers only
Login
People Also Read
- HerShe
Issue 56, September 2020 - UGM (User Generated Mailing)
Issue 8, September 2008 - Brilliant Machines Rock
Issue 30, March 2014 - $HRED
Issue 34, March 2015 - Hungerithm
Issue 40, September 2016 - Evan
Issue 42, March 2017 - Trash Isles
Issue 47, June 2018