When pop culture saves the day

The world underestimates the power of brands.

Case in point: from a blind consumer taste test, a preference for a certain noodle format was detected. As the category leader, Lucky Me! therefore innovated accordingly...only for this exercise to blow up on our faces.

Operative word: "blind".

Hence, when we launched and plastered the name of the brand on the new noodles, a revolution ensued because this brand was not just any regular brand. It was an icon of a generation. We all grew up with it. We have countless memories with it. Unfortunately, the change was permanent. There was no amount of petitioning or boycotting could bring a well-loved dish back.

THE PROBLEM:
How then can we rekindle love back to one of the most loved brands in the Philippines?

Luckily, about the same time as this fiasco was the comeback of another pop culture icon of our generation. After almost a decade of waiting, the second installment to one of the biggest blockbuster hits in the Philippines recently hit the cinemas. It also happened to be a love story.

OUR SOLUTION:
use pop icons to save another pop icon.

Aptly called "A Second Chance", the strategy was to frame the reformat as a test of love, framing change as a natural occurrence, a part of growth, that tests the love of a lover. So we designed a fully integrated campaign that courted millions of Filipinos to give our brand "A Second Chance" featuring the lead stars of the movie themselves.

RESULTS:
Lucky Me! survived and remains to be the #1 FMCG brand in the Philippines. We all lived luckily ever after.