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Yeh Dunya Bari Hai
RAN IN: Pakistan
UniFood Industries Limited
Hamza Bawany, CEO
Umer Shaikh, General Manager – Marketing
Awais Dhakan, ECD; • Big Idea, ideation and concept development
Sajid Abbas, Creative Manager; Copy and concept development
Shakir Khan, Creative Director, Design; Brand ID development
Zeeshan Jilani; , Assoc. Creative Director; Copy and concept development
Bilal Alvi, Assoc Creative Director; Big Idea, ideation and concept development
Saad Shamim, Sr. Art Director;
Haris Nasir, Sr. Visualiser; Design Development & execution
Abdul Qayyum, Group head, Design; Design execution
Ali Malik, Associate Strategy Director; Brand Positioning, Consumer research & Insight development
Zain Qadeer, Senior Graphic Designer; Design Execution
Maryam Tajalli, Senior Strategy Associate; Brand Positioning, Consumer research & Insight development
Mustafa Awan, Business Director; Campaign custodian to ensure smooth process flow
Nimra Saeed, Account Manager
Imran Syed, CEO
Adnan Syed, CIO; • Brand ID development
Mubeshar Aziz, Head of Account Management; Campaign custodian to ensure smooth process flow
The packaged cakes market is dominated by large players like Hilal and EBM in Pakistan. Being a new player, entering the market as the challenger to these giants, Good Goodies decided its success would be through strategy, not brute force. Using novelty in product, communication, and channel strategies, the brand effectively expanded the pie instead of sharing the existing one with the players fighting over market share. Within 10-months of launch, Good Goodies sold 15% of Hilal’s sales volume and captured over 11.57% of the market share.
Hero Medium: TV
Medium Featured On Video: INTERACTIVE/ONLINE,OOH,PACKAGING,POINT OF CARE (POC),PRINT,RADIO,SAMPLING,SOCIAL MEDIA,TV,USER GENERATED
Audience: Young Women (20-35)
Objectives: Brand launch
Type: Business to Consumer