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DUKES INDIA

Cracking open the Indian confectionery market  for Dukes with ‘Waffy’ cream wafer

Campaign Thought

By creatively marketing Waffy, the flagship product of Dukes, the Brand’s entire range of products was popularized in the Indian market. The strategy was to revive the Cream Wafer category and secure space in mom’s shopping cart so the product can get into every home. Leveraging the nostalgia value of the cream wafer category the ‘Don’t worry, be Waffy!’ campaign was developed to position Waffy as a product that transports you to happier times. Moving forward the communication got more fun and whacky to appeal to the youth!

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Marketing Funnel

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Awareness

The Looney Toons integration was used to further amplify the nostalgia value of the product and promotions.

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Consideration

The product was topically promoted as a delicious way of cheering someone up on Social Media

 

Action

The Looney Toons stickers served as an incentive to purchase the Waffy Brand

WAFFY CAMPAIGN

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PRODUCT CAMPAIGNS

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