Maggi Sauce


I talked about this shrimp dumpling ad of Maggi Sauce before. The creative platform is very campaignable : "bringing out the soul of the food". Now that there is a new squid version. Which version is stronger ? I think the shrimp dumpling is stronger. Visually, you can't easily recognise it is a slice of squid that is held by the chopsticks and the smoke image of the squid is not quite "obvious" too. What's more, the shrimp dumpling version is a truer representation of the creative platform that generates imagination.

It's not easy after all. Even if we have a campaignable idea, it's always difficult to come up with versions that are of equal strengths.

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