We started with the pack research, which led to a revolutionary pack design that broke the category colour of blue and introduced green. It also gave to Tanzania its first international salt pack. Legend King Majuto was brought in as brand ambassador, and 360 degree campaign involving,TV,Radio,Press,Outdoor And Social Media. The brand acquired numero uno position in less than a year.
DEEP MINING OF HUMAN INSIGHTS
THAT LAUNCHED CATEGORY LEADERS IN AFRICA
DIRECT CONTACT WITH 2000 + SAMPLE SIZE
All work is based on first hand research with consumers. More 10 thousand kilometers were covered and over 2000 women were interviewed before the launch of the Neel Salt Brand in Tanzania.
The idea of mental growth and iodine was imparted to school children in one of the biggest school programs undertaken in East Africa. More than 10000 students were directly spoken to by our team. They all carried back samples and information on the connection between mental growth and iodated salt to their parents.
Neel salt is now the largest selling salt in Tanzania
