Can you Hear the Rumble? Britannia Tiger Kreemz Gets a Makeover
Britannia Tiger Kreemz has revamped its entire portfolio to deliver a rich product experience to its consumers. Meeting the increase in consumer demand for cream biscuits, Tiger Kreemz has refined its offering with a brand new, round shaped biscuit with a Tiger face embossed on the crunchy outside shell and a tastier recipe in 4 much loved flavors- Chocolate, Choco Vanilla, Elaichi and Orange.
The new and improved cream filled biscuit has an upgraded visual identity to reflect the Tiger brand’s core ‘jungle’ theme with each flavor featuring its own exciting color and illustration.
To launch the upgraded product, Britannia has kicked off a media campaign that is a mix of TV, digital and on ground point of sale. The TVC will run PAN India and supported with paid promotion on YouTube.
“The Tiger Kreemz revamp will further bring alive the brand message that this is a biscuit for all ages – for everyone with a hunger and a drive to do more and be more. With the TVC, we want to spotlight that all mothers are seeking to provide their children with as much as they can while still feeding the Tiger inside of them.” said Ali Harris Shere, VP – Marketing, Britannia Industries Limited.
A TVC Showcasing New Offering and Mass Temptation
To re-launch Tiger Kreemz, Britannia teamed up with Lowe Lintas to bring to life the exciting changes in packaging, flavor and shape. In the TVC, a child doing homework takes a break to lick a Tiger Kreemz biscuit. Tempted to have the biscuit herself, his mother takes the pack away from him so that he can focus on his homework. Later, it turns out that she has sneaked into the kitchen where her child catches her relishing the delightful cream biscuits all by herself further driving home the message that the new Tiger Kreemz is a biscuit that even mothers can enjoy.
Speaking about the TVC, Mr. Hari Krishnan, President of Lowe Lintas said, “The task at hand for us was to relaunch Tiger Kreemz, which is back with an all-new Tiger face and an enhanced cream recipe. From a category standpoint, cream biscuits aren't often consumed by adults. We saw merit in using temptation as an approach wherein the kid manages to tempt his mother to relish the Tiger Kreemz biscuit.”
Creative: Romel Joseph, Rimona Ganapathy, Lohith Chengappa, Pradhumn Acholia, Rhea Ahuja; Account Management: Sonali Khanna, Smrithi Ramanujam, Abhay Menon, Aarushi Girdhar; Production house: Soda Films; Director: Sukriti Tyagi