Dalda Foods Limited within the domain of its new business, launched a potato chips currently with five exciting flavors including Cheese Overload, Masala Punch, Simply Salted, Sour Cream & Onion and Jalapeno Cheese. The brand possess a persona of “stand out in the crowd” and encourages people to do the same. Such nature of the brand also distinguish it from its competitive others. The brand efficiently caters to the young, hip, outgoing and fun nature of its people residing across Pakistan and satisfies it with these classy five flavors.
CHALLENGE
To establish the persona that brand has been carried out since its inception i.e. stand oneself out from others, in the young mindsets of the nation, Knock Out needed a communication that has to deliver the same message precisely. Trial generation has to come alongside with the awareness of brand’s existence through the same communication which also has to be in the format of a youth based storyline/theme.
SOLUTION
Coming up with a revolutionary change, keeping up with the “do something different” phenomenon, remaining stand out in the crowd and presenting a Knock Out attitude are the key messages that brand has to deliver to the teens and young adults of Pakistan. With two female and two male individuals and maintaining an equilibrium among both genders, the brand phenomenally portrays how one can be unique among others while doing something Knock Out. The essence of creativity and wit are also delved into the story of the brand as the knock out attitude comes within it. A girl riding a Harley-looking motorbike while speeding ahead of other male bikers, a guy doing football stunts among other guys, a girl carrying a Sufi attire, playing a mix of sufi-rock music among other random musicians and a guy taking creative selfies & impressing everyone on social media with it, while all these individuals have Knock Out as their favorite snack, is what the brand communicates. Knock Out is not what makes you be Significant, Significant are those who “Be a Knock Out”.