AJI-GINISA (Ajinomoto Philippines, Client since 2002 to present)
Challenge:
When Catalytx landed the account in 2002, we were tasked to launch a new ad campaign for Aji-Ginisa ®. It was a last ditch effort by the Client before deciding to discontinue the brand after 13 years of virtually no growth.
LAUNCH CAMPAIGN: “Basta Ginisa, dapat may Aji-Ginisa”
Catalytx conceptualized an ATL campaign with TASTE as platform, after lessons learned from two previous unsuccessful campaigns created by the Client’s former Ad Agency : one that harped on CONVENIENCE, and another that used VERSATILITY as platform
Result:
The launch campaign resulted in growing the sales by 300%, and saved the brand from being discontinued. Until today, Aji-Ginisa ® has maintained its leadership in the Ginisa Seasoning Mix Category.