In the world of dairy giants, Amul has always been a household name. Renowned for its high-quality dairy products, Amul decided to diversify its portfolio by launching a new product – Amul Butter Cookies. As an expert in advertising at a leading agency, I’m excited to present a case study on the advertising strategy that played a pivotal role in the success of the Butter Cookie launch campaign by Amul.

Campaign Objectives:

• Introduce a new product category (cookies) under the trusted Amul brand.
• Create awareness about Amul Butter Cookies as a premium quality, delicious treat.
• Establish a strong emotional connection with consumers.
• Drive sales and increase market share in the cookie segment.

Research and Planning:

Amul’s advertising team began by conducting extensive market research to understand consumer preferences, competitive landscape, and potential gaps in the market. They discovered that while there were several cookie brands available, none had the unique combination of buttery goodness and the trust associated with the Amul brand.

Key Insights:

• Consumers associated Amul with quality and purity.
• Butter cookies had a niche market, particularly among families and individuals who sought indulgence in snacks.
• There was a growing trend of consumers looking for nostalgic, familiar flavours.

Creative Strategy:

Amul’s advertising agency devised a creative strategy that would leverage these insights and capitalize on the brand’s equity.

• Leveraging Trust: The campaign emphasized Amul’s legacy of trust and purity by showcasing the use of real Amul butter in the cookies.
• Nostalgia and Comfort: The creative team developed heartwarming narratives featuring families and individuals enjoying Amul Butter Cookies in everyday moments. These stories aimed to evoke feelings of nostalgia and comfort.
• Quality Assurance: The campaign emphasized the rigorous quality control processes that Amul maintained in its products.

Campaign Execution:

The advertising campaign for Amul Butter Cookies was rolled out in multiple phases:

• Teaser Campaign: A teaser campaign was launched on social media platforms to generate curiosity and anticipation among consumers. Short video clips showcased glimpses of the cookies being made, without revealing the product.
• Emotional Storytelling: A series of emotional advertisements were released on television and digital platforms. These ads depicted relatable family scenarios where Amul Butter Cookies played a role in bringing people together.
• Influencer Partnerships: Amul collaborated with food influencers and bloggers to create recipe videos and content featuring Amul Butter Cookies, expanding the brand’s reach among food enthusiasts.
• Packaging Innovation: The packaging design highlighted the product’s key ingredient – Amul butter – and featured a warm, inviting image of the cookies. This helped the product stand out on shelves.

Results:

Amul’s advertising strategy for the Butter Cookie launch campaign proved to be a resounding success:

• Brand Awareness: Within the first month of the campaign, Amul Butter Cookies gained widespread recognition, thanks to the teaser campaign and emotional storytelling.
• Emotional Connection: The heartwarming advertisements resonated with consumers, leading to a strong emotional connection with the brand.
• Market Share: Amul quickly gained a significant market share in the cookie segment, challenging established players.
• Positive Feedback: Consumer feedback and reviews highlighted the delicious taste and quality of Amul Butter Cookies.

Conclusion:

The Butter Cookie launch campaign by Amul exemplifies how a well-researched and creatively executed advertising strategy can lead to remarkable success. By leveraging its trust factor and invoking nostalgia and emotions, Amul managed to establish itself as a formidable player in the cookie market, showcasing the power of storytelling and effective advertising in building brand equity and driving sales.