Background

Unibic, a  cookie brand from Bangalore has been a successful entrepreneurial unit since 2004. The brand has a range of over 30 variants and continues to introduce new and interesting flavours. Unibic is the first brand in India to use a wire cut technology. This, along with cookie dough being softer than biscuit dough, and fresher, richer ingredients, help  retain a homemade cookie taste.
Challenge

As a challenger brand without the ability to outspend or outshout the competition, Unibic had to create  impact among its audiences on a very limited budget.

Insight

 Unibic as a brand had to make a powerful distinguishing statement and every piece of communication – from the TVC to the smallest piece of POS had to have a distinct yet consistent identity or element to reinforce this promise. Fact: Unibic’s products contain more of the ingredients than competition – more chocolate, more butter, nuts, etc.

 

Solution

We created UBU, a mascot who was the agent responsible for UNIBIC cookies having “MORE” inside them. UBU’s catch phrase – “Wow! Too Much!” – encapsulated this thought.He was used on all platforms from TVC’s to  digital media to create an impact.

Unibic’s corporate website was also completely redesigned with the theme of Cookieland, where UBU played the guide to the various sections of the site. The fantasy look for the site was inspired by UBU.
Work

 

 


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Result

Ubu, has now gained popularity through TVC’s and digital media. Since the introduction of UBU, Unibic’s visibility has seen a dramatic increase. On the ground, Unibic was able to spread into more territories, especially in the North and West. The familiarity with UBU among customers and trade partners was measured to be quite high.  

Cookieland even had a sweet victory, winning an award in the Best Website category at the Big Bang Awards 2018, conducted by the Advertising Club, Bangalore.

Have you grabbed your coffee with a cookie yet?