MANILA, AUGUST 5, 2013 –Monde Nissin Corporation, in collaboration with Publicis JimenezBasic, introduced a twist to Filipino old-time favorite snack Lucky Me by adding sound to the Philippines national pancit canton.
Monde Nissin Lucky Me! brand manager Jessa Reña, said: “The idea of adding a crunchy experience to Lucky Me! Pancit Canton actually came from consumers. We noticed that some of them would add something crunchy to their favorite pancit canton. And so, we thought, why not make this experience convenient and available for everyone? Thus, the birth of Krak Krak Pancit Canton!“
To carry out the innovation, Publicis JimenezBasic creative team tried to imagine what will happen if our consumer discovers the krak-krak in a Lucky Me! Pancit Canton pack. The TVC shows the best way to dramatize this fun discovery – seeing things through the eyes of a curious child.
The new crunchy product almost has the same packaging with the original non-crunchy product, except for the words “Krak! Krak!” strategically indicated the edge of the instant noodles packaging. Just like the classic variant, the crunchy ones have the same packs of seasonings. What’s unique with the new product is the “krakling pack” toppings that the consumers will add before eating.
Publicis JimenezBasic creative director Ben Berdin told adobo Magazine: "In creating the TV spot for new Lucky Me! Krak Krak Pancit Canton, we took into consideration how onomatopoeic the brand name is and went from there. The challenge was how to take something audal and present it visually. We finally settled on a storyline featuring a five-year-old boy trying to decipher the meaning of “Krak! Krak!”by imagining objects that create a similar sound. Needless to say, we had a fun time “kraking”it."
Client: Monde Nissin Corp.
Agency: Publicis Jimenez Basic
Creatives: Ricky Gonzales, Ben Berdin, Jopons Isip, Jofer Mijares
Accounts: Katie Santos, Beng Alcazaren, MJ Pena
Director: Mandy Reyes
