Hide & Seek Cafe Mocha variant announces its arrival through aromatic newspaper
June 4th and June 6th saw the readers in the South markets relished the rich aroma of coffee as they turned the pages of their morning newspapers. On June 4th it was Deccan Herald and June 6th, The Hindu. Occasion was the launch of launch of coffee flavoured Café Mocha variant of Hide & Seek Biscuits from Parle products stable.
In a master stroke, ideas@bharatkapadia.com, enabled the client to establish the key differentiator of the new variant – from the existing ones.
Parle desired to make a big impact in the market with its launch communication – and hence the need for a high impact, clutter breaking idea. It needed to give a peek into the new flavour without really being present there. We ruled out sampling with the newspaper due to the breakable reason of the product among other factors.
Aroma and food go hand-in-glove, and rich aroma of a food item is temptation enough to consume it – and ideas@bharatkapadia.com decided to weave the communication strategy around this concept. Rich aroma of coffee emitted from the newspaper in addition to the brand communication carried in the on the Front page of the newspaper, led to instant brand association and great impact. What is more, it would enhance recall value of the brand variant as well.
The new technology creating aromatic newspapers, developed by ideas@bharatkapadia.com is an exciting improvement on scratch-n-sniff technology used earlier. Its implementation is quicker, cost effective, and the fragrance is long lasting unlike scratch-n-sniff. Most vital is the surprise element – as the action is not initiated by the reader.
It is first if its kind exercise for the publications and Parle Products. The client as well as the publication had high expectations from the 'aromatic newspaper' and they are delighted with the outcome.
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