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Knorr
Love at First Taste

RAN IN: United States

CLIENT
Unilever

Cathryn Sleight, Global Executive Vice President

AGENCY
MullenLowe U.S. *Lead Agency

Rebecca Morgan, Managing Partner, Strategy
Jenny Barthe, Senior Strategist
Richard Ellis, Global Business Director
Tom Hudson, Global Creative Director
Bryan Carroll, Associate Creative Director
Aroon Mukhey, Associate Creative Director
Nicholas Kurs, Producer
Margaret Keene, Executive Creative Director
Mark Wenneker, Chief Creative Officer


Edelman


Mindshare


PHD


IBM iX


SUMMARY

This is a story about remaking an old brand for a new generation by finding fresh insight in a stale category. Knorr needed to establish an emotional connection with a new generation, Millennials. "Love at First Taste" was a social experiment based on an insight from Millennial culture that flavor is personality. Our campaign asked a provocative question can flavor help you find love? Not only did we prove our hypothesis, we generated 1+ billion free impressions, grew brand equity measures that were flat for years, and got a new generation talking about Knorr.

CASE STUDY

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CASE VIDEO


Hero Medium: SOCIAL MEDIA

Medium Featured On Video: BRANDED CONTENT;CONSUMER INVOLVEMENT/USER GENERATED;Viral (Consumer Involvement/User Generated);WOM (Consumer Involvement/User Generated);INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);Mobile/Tablet Optimized Website;INTERNAL MARKETING;PR;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA

Audience: Young Women (20-35)

Objectives: Build brand equity

Type: Business to Consumer

Classification: Multinational

Language: English