Innovative marketing campaign for MAGGI EXCELLENCE premium soup chosen over more than 500 entries
Dubai, UAE , Monday, December 20th 2010 [ME NewsWire]:
The campaign for the launch of MAGGI® EXCELLENCE, an innovation by Nestlé in the dehydrated premium soup segment, has won the award for Best New Product Launch in Middle East & North Africa at the prestigious 2010 Gemas Effie Awards held recently in Dubai.
The MAGGI campaign, one of 13 entries short listed from over 500 submissions was chosen as the ultimate winner, over regional product launches of other international brands.
“It was clear pure messaging delivered through solid creative work that made the MAGGI® EXCELLENCE campaign stand out and engage audiences. This campaign has yielded spectacular results for MAGGI in the region, allowing the Brand to consolidate its market share in the fast-growing soup segment. We believe the success of any launch lies in understanding regional consumer preferences and providing a relevant offering,” said Yasser Abdul Malak, Culinary Business Executive Manager of Nestlé Middle East.
Myrna Khoury, Deputy GM of Publicis-Graphics Dubai, said, “The challenge was to set a new gold standard in soup advertising. The campaign stuck to simple executions that nevertheless conveyed an understated elegance. The sophisticated look and feel was supported by tangible benefits, all of which was encapsulated in a strong message that every soup lover wanted to hear: ’3X richer than regular soups’. In the TVC, this powerful claim was complemented by beautiful food shots choreographed to the mesmerising tune of Nessun Dorma.”
The Effie Awards are marketing communications awards given yearly by Effie Worldwide, Inc., a non-profit organization, to honor the most effective marketing communications ideas: ideas that work. Effie Worldwide's mission is to encourage effectiveness among the marketing communications industry through education and recognition.
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About Nestlé:
For over 140 years, Nestlé has been applying its nutrition expertise in the development of products that contribute to the health and wellness of consumers, evolving into the world’s foremost Nutrition, Health and Wellness Company. Headquartered in Vevey, Switzerland, Nestlé currently employs over 286,000 people in 456 factories and operations in almost every country around the globe.
“Good Food, Good Life” is the foundational philosophy upon which Nestlé continues to build an ever-increasing portfolio of quality brands that not only deliver on great taste, but on nutritional value as well. To that end, the company invests around USD 1.5 billion in research and development alone, every year.
Nestlé’s portfolio of products includes Infant Nutrition, Milks, Soups, Bottled Water, Confectionery, Coffee, Beverage Creamers, Culinary and Breakfast Cereals.
About Nestlé Middle East:
Following nearly 75 years of success and heritage since its first Middle East operation in Lebanon in the early 1930s, Nestlé Middle East was founded in 1997 in Jebel Ali Free Zone, Dubai, and now serves as a regional hub to fulfil the needs of the GCC, the Levant, Iran and Iraq markets.
To date, Nestlé has invested more than USD 400 million in the region, owning and operating 17 factories and 37 offices. These capital investments have contributed heavily to creating job opportunities, enhancing technological and manufacturing capabilities, and fostering national economies around the region.
Nestlé’s popular brands in the Middle East include NIDO®, CERELAC®, NESCAFÉ®, MAGGI®, NESQUIK®, CHOCAPIC®, NESTLÉ (COUNTRY) CORNFLAKES®, NESTLÉ FITNESS®, CHEERIOS® , NESTLÉ PURE LIFE®, KIT KAT® and QUALITY STREET®.
For media enquiries, please contact:
Rendala Majdalani
Headline Public Relations
Tel: +9714 2289655 Extn. 337
Fax: +9714 2282125
Email: rendala@headlinepr.com
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