After 3 years of many tireless trials and tests, the Munchee team perfected the Sun Cracker formula and the time came to introduce it to Sri Lankans across the country.
Building buzz: The cracker market had matured and was somewhat stagnant and unchanging. Munchee being the trendsetter and a leading innovator in the industry, wanted to disrupt the market and inject a burst of excitement into it by offering a totally new product and launching it in an entirely new way.The launch and buzz created around the new product would be truly essential to ensuring its success in the market-place.
Finding inspiration from a name: The team realised that the Sun Cracker would have to inspire new sentiments of association and feelings. Based on this, the team decided to create hype around the mystery of the product’s name by creating a campaign that was focused not on a cracker, but the sun itself.
Inspiring curiosity: Although Munchee has always been known for deploying many engaging and creative teaser campaigns, the run up to the launch of the Sun Cracker was filled with intrigue and mystery, thus inspiring curiosity and great enthusiasm amongst consumers. A multi-media teaser campaign was deployed on several platforms using advertising, PR , digital and activation led tactics to reach consumers across the island. Consumers didn’t guess that all the hype being created was for a new biscuit product and when this was revealed, it created an unprecedented demand for Sun Crackers across the island, which surpassed sales forecasts and production targets.
The legacy of Munchee and CBL: The launch of the Sun Cracker created so much excitement in the market-place that the product rapidly sold out on supermarket shelves across the island and it took a month to ensure a steady supply of the product. A cracker is traditionally a square-shaped, heavy biscuit, but instead of simply adhering to tradition, Munchee and CBLredefined the concept of a cracker, by creating a circular, light but flaky product that was the embodiment of ultimate crispness and taste. Munchee’s latest innovation was positioned and marketed as a cracker that offers a total taste experience and international quality, at an affordable price point.