With a brief to project "a younger image and fresher attitude", Sil Ad Malaysia developed a new name 'Sllrrrp!' and all new packaging in vibrant colours ito give the brand a fun and youthful image. The brand has also launched three new flavours of noodle -- Fiery Curry, Sensational Chicken and Laksa Assam Wow -- as part of a celebrity-backed campaign to target a younger Malay audience
Said Sa'ad Hussein, Sil Ad's creative director: "The colourful packaging with young and talented celebrities who are equally colourful add to the excitement."
Market leader in the category is Maggi, with Mamee following closely behind. Other competitors include Cintan, Indo Mi, Nissin and other Korean noodle brands.
Mamee freshens up packaging to revive tired brand
Local instant noodle brand Mamee Double Decker has launched a multimedia push and unveiled new packaging in a bid to inject new blood into a tired brand.
