MANISH DODANI
CREATIVE DIRECTOR/ BRAND STRATEGIST
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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