The original sweet and salty biscuits

IIPM PUBLICATION

Brand : Parle Krackjack
Agency : O&M
Baseline :The original sweet and salty biscuits.

Description: A man watches TV, munching Krackjack biscuits. The phone keeps ringing and wife keeps thanking various callers. The husband gets irritated; the wife tells him that it’s her birthday. He is feeling guilty for not remembering, when suddenly the doorbell rings. It’s the pizza guy. The husband pretends that he’d asked the pizza boy to get candles, and finally shoos him away. The wife catches on, but smiles. Then, both feast on Krackjack biscuits.

4ps take: How do you promote the brand value of a biscuit? Simple – just make positively addictive! In this ad, Krackjack stands for such an ‘addictive’ brand persona that people forget important things – like wife’s birthday. The storyboard is sweet and naughty, and at the same time very slice of life; and the plot weaves in the brand’s core proposition – the sweet and salty taste of Krackjack.

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Source : IIPM Editorial, 2007

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative