Indomie “Mama Do Good” is one classic campaign introduced in 2010, it’s been popular no doubt, those children have grown, hence the brand needs to keep pace with these all important class of consumers. Who will bell the cat?
A new tactical TV campaign solely intended for the Big Brother Naija 9 surfaced recently on MultiChoice’s popular DStv channel, answers the above poser.
The campaign riding on the highly successful “Mama do Good” theme, it portrays a much more mature, colourful, fun and impactful setting while sharing the same love for the Indomie brand, expertly expressed to align with the nuances and demands of the ‘growing up’ target publics. The renewed concept officially albeit silently expands the age brackets for target population.
As a background, Indomie was introduced into Nigeria in 1988 through export from Indonesia, the brand set up its factory in Nigeria as Dufil Prima Foods in 1995.
Almost four decades down the line, the brand’s communications has majorly been focused on children. “Mama do good” TVC by Noah’s Ark, a long time roster agency for the brand, stood out as it became a hard nut to crack, winning awards and positively impacting the brand. It endeared the brand to its primary target market.
While the children of the late 90s, 2000s weaned on the Indomie brand absolutely loved their brand and probably still do, the brand until the Big Brother Naija 9 has literally abandoned its prized population that gave it the soft landing and initial market success the brand enjoys in Nigeria.
However, the brand hasn’t done too well to transition the target population along with the brand. Truly, the task may be huge, as no one possibly thought it a possibility until the new Indomie flavours’ “Mama do Good” remixed version surfaced on BBNaija 9 inception a couple of weeks ago.
BBNaija is big in Nigeria’s media products and reality TV space, it could easily, therefore, pass as Nigeria’s ‘Superbowl’ with target eyeballs running into several millions. It provides the biggest collage of the Indomie generation.
Findings reveal the new TVC was conceived from concept to finish by fast rising The Hook Creative Agency, Lagos with active support from the Dufil’s brand team. The very nimble creative agency couched appropriate expressions, combined with colour and style while deploying the powerful tool of nostalgia, transitions yester-years children (consumers of Indomie) to adult lovers of Indomie brand in its varieties.
The opening was nothing but compelling as “these children” who are now grown and doing well, hailed their “Mama do good” from the comfort of their spaces, because she expresses ‘love’ to them at all times.
Same love she shares as “live of the party” in the new Indomie BBnaija TVC but with a lot more attention, deftness and varieties (spices) for the now more mature palates – Indomie Jollof, Indomie Oriental, Indomie Pepper Soup, Onion Chicken and Indomie Crayfish to meet their expectations and refined taste buds. The commercial portrays the well chosen Gen-Z target ravishing and savouring the brand in its different forms with gusto.
Although this 1:19 second TVC by The Hook Creative Agency is longer than the typical Superbowl commercial, it expertly brings back-to-life an aging campaign probably set to be retired, giving it a whole new life!
For the first time ever, the brand is pacing up with the growing target population. Although, they may have been consuming the brand, the brand has long forgotten them as a key focus in its communication. The new TVC joyfully brings them back to reckoning as an important core of the target market.
With catchy lines like – “Express love with flavors”, the brand speaks to the hearts of the primary audience of BBNaiaja while also ‘graduating’ the initial primary audience to pivot ‘from children’s favorite to new discoveries’. The campaign declares as it walks the brand to its next level with its extended target category.
Aside from the yummy Indomie dishes of different recipes, the “surprise reception” and dance-round their famed “Mama do Good” heroine, would find expression with a lot of young families where the brand can easily become a staple family menu instead of its current children’s delight status. This will further broaden the brand’s consumer base no doubt.
It’s a great feat for a young agency to creatively refine and rejuvenate an old campaign thought to have explored every available opportunity. Indomie’s “Mama do Good” is back on a cruise on DStv’s BBNaija as tactical campaign for now, however, the enduring sound logic and the new agency’s creative magic may compel the client to consider a new thematic campaign around “Mama do Good” or related theme to move the brand to its next level.