Maggi cautions consumers of psychedelic visions

Maggi cautions consumers of psychedelic visions

Maggi’s new print ads warn the flavour intensity of the Fusian Pad Thai range could cause near-psychedelic visions.

B&T Magazine
Posted by B&T Magazine

The Caution campaign for Nestlé Foods Division via creative agency Publicis Mojo targets peckish teens and young adults with three multicolour print ads that explode with fire-spitting dragons and imaginary stampeding blue elephants. Renowned artist Laurindo Feliciano was brought on to create the whimsical illustrations.

Sibon Schouten, Nestl√©’s head of marketing for foods, says: “The launch of new MAGGI Fusian Pad Thai is a great opportunity for us to broaden the taste and flavor experiences for more people to enjoy within the category. Having only launched in 2011, it was important we continued to build and solidify the brand’s identity through a campaign that had real standout and a fresh approach for an exciting food brand. We feel the “Caution” campaign really hits the mark in achieving this.”

Michael Dole, creative director, says: “The guys have worked really hard to create a great and unusual campaign for our target market. We were incredibly lucky to work with Laurindo, who added his own brilliant ideas and imagination to bring the concept to life. God only knows what goes on in his head."

The OOH campaign is supported by a multi-touchpoint channel plan which includes digital and in-store activations.