Moiz Gurr was shifting gears in terms of brand positioning, from being in desserts category to now entering snacking. The challenge was to register the new launched 5 flavors and make space for themselves in a category already densely populated with RTE snacks.

• An all-inclusive campaign was planned
• RODP TV airing plan
• Jeeto Pakistan segment branding
• 70 product integration in 9 morning shows
• Ramadan and Eid planning

TV was a massive success:

• Reach @ 3+: 84.2% (Planned 81%)

• PIBs: 51% (Planned 40%)

• FOC mileage: 111% (Planned 40%)
• CPRP: 15.9k (Planned 18k)

TOM increased 400 bps, going from 2 to 6 during the campaign period.