MAGGI launches new cheesy and spicy noodles with quirky influencer-led campaign

Nestlé has released its latest ‘Rasa Memang Viral’ (taste that is viral) campaign for the launch of its MAGGI Pedas Giler Cheezy Berapi instant noodles which aims at driving excitement among Malaysian youth.

The campaign was done in partnership with Interpublic Group’s creative media subsidiary Mediabrands Content Studio (MBCS) and targets Malaysian youth due to their inclination towards viral food trends.

“Harnessing the powerful trend of viral food sensations in Malaysia, we looked to ingeniously fuse it with the unwavering presence of MAGGI, giving birth to our #RasaMemangViral campaign,” said Amir Faiz, group creative director with MBCS.

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The campaign video begins with content creator Maryam Younarae who represents #TeamCheezy and rapper and artist Noki K-Clique representing #TeamBerapi as they argue over which quality would make MAGGI a viral sensation.

The argument then gets squandered when brand ambassador MK K-Clique makes an appearance and performs a catchy rap that brings together both the cheesy and spicy qualities of the noodles.

“MAGGI Pedas Giler is a brand that sets itself apart by catering to Malaysian tastebuds and is strongly embedded in the local youth culture with the “Ada Berani” Spicy Challenge,” added Lim Siew Ling, consumer marketing manager at Nestlé (Malaysia).

She went on to say that MBCS delivered with a fun and quirky campaign that they hope their audience will resonate with for the launch.

“The incomparable crew of MK K-Clique and his entourage have masterfully crafted an edgy anthem that sets the stage ablaze,” Amir further said. "The catchy rap set in a train station truly depicts the on-the-go consumption of MAGGI Pedas Giler Cheezy Berapi and captures the virality of this indulgent and intensely fiery product.”

As part of the campaign, there will be a physical launch at the Sunway Pyramid Concourse held between 13 to 16 July 2023, with special appearances by MK K-Clique, Noki K-Clique and Maryam Younarae.

Viral brand launches are key to boost brand awareness and recently, footwear brand Skechers launched a ‘Skechers x Transformers’ collection in partnership with Hasbro.

This launch comes in tandem with the release of the new Transformers: Rise of the Beasts film. The collection will include footwear of new styles, as well as apparel and accessories inspired by the colours of the various Transformers, namely Arcee, Bumblebee, Mirage, Optimus Prime and Optimus Primal.

The range of footwear that will be branded in Transformers colours include the brand’s Foamies, Stamina V2 and Stamina V3 collections.

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