Nestle steps up marketing for Maggi relaunch

Ties up with apps to create buzz around the relaunch

Nestle India has increased its marketing of Maggi as it prepares to present results of the re-test conducted on samples of the instant noodles brand to the Bombay High Court.  

The court had on August 13 order directed the company to complete the tests in six weeks. Nestle has tied up with smartphone apps to create a buzz around the year-end re-launch. Users of apps like Haaptik, an online directory, are receiving mailers that the service will alert them when Maggi arrives in stores.

The company has been uploading videos for its Miss-You Maggi advertising campaign unveiled a month ago. The advertisements speak of how Maggi was a crucial snack at any time.

The Miss-You Maggi campaign is supported by a twitter hashtag 'wemissyoutoo' that had surfaced right after the Bombay High Court verdict on August 14. The hashtag has received about five million impressions, according to MindShift Metrics, a digital agency that maps reach and trends on social media.

Nestle has also uploaded a new corporate advertisement on Youtube that highlights its journey in India over 100 years. While Maggi is not part of this film, brand experts said the assurances of safety and quality would rub off on the brand as well.

Nestle India Managing Director Suresh Narayanan recently said the company would ensure Maggi's relaunch was a memorable experience. Many of these initiatives would be digital, Narayanan said, to address "24 by 7" audiences.

It is unclear whether Nestle will appoint brand ambassadors for Maggi. Narayanan admitted the company had not thought about it. During the Maggi recall, the brand's past and present endorsers, including actors Madhuri Dixit, Amitabh Bachchan and Priety Zinta, were served notices by the Uttarakhand Food and Drug Administration for making false claims.