Müller Riso
Puțin Fomică?
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There were two problems to be solved: the real need of the consumer who often „faces” the feeling of hunger and our need as a brand to position ourselves as one that speaks the consumers’ language.
Alexandra Rotariu
Senior Brand Manager • Müller Dairy Romania
Background.
Müller Riso is the category (packaged milk rice) leader and most milk rice consumers were already choosing Müller Riso. So, how can we grow in an already fortunate context?
We needed to broaden our reach and attract new audiences to our product category. A new audience, that doesn’t strongly associate milk rice with nostalgia and, at the same time, is open to try new takes on a well-known dessert.
Young adults were the natural choice.
Journey.
We realised that there’s really one solution for speaking to our new audience of young adults: join them on TikTok.
But we had to be clear and precise about what Riso stood for, while remembering the most important rule of TikTok: don’t be boooooring.
And so, “Feeling hungrish” was born (Romanian: Puțin fomică). It condensed very accurately our intent and felt fresh at the same time. And in order to deliver a catchy and unforgettable message, we put it in a song.
For the next step we needed some inside help, so we enlisted two influencers to spread the word, challenge their followers and include our song in all their content.
The approach proved successful, bringing many new fans aboard and creating a noticeable presence on the platform, while staying true to our brand.
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They say if your dreams aren’t scary, they aren’t big enough. And was just like that; a very bold proposal from the agency. This campaign walked on a very solid and unique territory that delivered over-expectations results.
Ramona Zamfir-Danciulescu
Marketing Director • Müller Dairy Romania
Outcomes.
The excellent results showed the users’ interest in engaging with the brand and the challenge, confirming our switch to a new target and positioning is a viable move for the long-term. And, maybe more importantly, the “Feeling hungrish” tagline and song managed to enter the culture and be used in contexts not related to our campaign. Finally, the result we are mostly proud of – we surpassed the desired 7% increase in sales (compared to the same period the previous year).
14.5 millions
TikTok organic views
1.1 millions
TikTok likes
+ 20.5%
Increase in sales
What people are saying.
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Congrats for the commercial! The jingle is super cool!
Facebook user
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Super commercial. Catchy. Simple. Funny.
YouTube user
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We want it on Spotify and Instagram!
YouTube user