Knorr chicken powder TVC


In the FMCG market, many brands or products have been around for ages and are in their mature product life cycle. In face of maturity, there are usually two ways to go. First is extension, either line extension to new flavours/sizes or brand extension to a whole new product arena. Second way is to increase usage by giving the product new usage reasons or new usage occasions/situations. Knorr chicken powder is a mature product as we all know and it has chosen to take the latter route. Many children hate eating vegetables. That's a consumer insight from the mums. A new usage has been invented : using chicken powder to marinate vegetables so that they are more tasty for the kids. It should be an idea liked by the mums. That's clever marketing indeed.


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