Maggi Sauce print ad

Let's compare these two ads of Maggi. Which one is better ? Why ?

The one below is better, right ? It is from about 2 years ago and the message is quite single-minded - you can bring out the soul of the food by dipping Maggi.
As for the one latest one above, it tries to say Maggi is a versatile sauce for dipping, cooking, adding to food and marinating. The ad is rather weak but I wouldn't blame the agency. It's a creative challenge to find an idea to say versatility in a single 2D print ad, other than simply demonstrating the use of the product on one page. One way out is to break it down into 4 different ads and the chance of a good creative idea for each is higher. No budget ? Then we need to give and take, doing one thing at one time. If Maggi is known for dipping, we can promote marinating this time and then cooking later in the next campaign. Over time, it will still be seen as a versatile sauce.





Comments

Anonymous said…
don't u think marketing/positioning a product should be step by step and should not to be greedy?
11:16 pm
Louis Lau said…
Yes, if you buy in the importance of single-mindedness and focus in positioning.
12:21 am
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