Background

A saltine or soda cracker is a thin, usually plain, square cracker. Nothing exciting can actually be said about it but in the Philippines, it’s quite popular. They are consumed as a stop-gap measure to alleviate hunger. Because of this, there is a proliferation of cracker brands in the market – dominated by two big giants – Sky Flakes and Rebisco. Being a small player in the category, Magic lacked emotional connection with its consumers for it to gain more market share. We needed to put some magic into the brand and make them see Magic was a better alternative to their usual cracker brands.

Describe the creative idea

Since Magic never fails to provide a surprising delight, they can count on Magic to provide MAGICAL moments to enliven their mundane days. To experience the unexpected, or just be taken by surprise, is a magical moment.

Describe the strategy

We wanted to target the “Creatures of Habit”, those whose typical day in the life is comprised of doing one task after another, whose lives have become uneventful and predictable. Even the everyday routine of these people can be made surprising just by the simple act of opening a pack of Magic Crackers.

Describe the execution

The full-length material was first launched on Facebook – where Creatures of Habit spend their breaktimes, thumbing through various content. The material opens with an enthusiastic girl telling her friend about a magical moment she just had. She narrates her experience in detail as we go into a flashback: while waiting for a ride, a hunky guy comes up to her and asks her about the Magic Flakes she’s eating. She coyly offers him some and in return, the guy offers her a ride. She looks for his car but then the guy bends down and pretends like he’s riding a motorcycle. That’s when he points to his back and tells her to hop on. Back to present time, the friend simply dismisses her crazy story. Magically, the hunky guy arrives to return the scarf she had left. As soon as the guy leaves, both the girls shriek in excitement.

List the results

The results were just MAGICAL! - The material consistently delivered beyond target KPI - The material garnered an estimated accumulated 23,200,000 impressions online. - The brand got 900,602 reach online But that’s not all! The material was able to boost the sales of the Magic Flakes Cheese during the campaign period – showing an increase in sales vs previous year. There was also an improvement on the consumer’s opinion about the product and improved purchase intent.