Saturday, February 27, 2010

Brand Update : Maggi

I recently saw an ad featuring Maggi Sauce. The ad was commemorating the 25 year celebration of the Maggi sauce brand. The ad was a collage of all the ads of Maggi Sauces that features Javed Jaffery and Pankaj Kapoor. The duo was instrumental in making the Maggi sauces famous through the intriguing tagline " Its Different".

But the new ad also had a shocker. Maggi Sauces has decided to change the tagline ' Its Different ' to " Make A Difference ". Regular readers of this blog will be knowing that I despise when brands changes their famous tagline. This time also, its true. Maggi over this 25 years has built consistently the tagline " Its different " and the tagline has been very famous. Now how in the world should the brand change its famous tagline ?? Who was bored with the tagline- is it the customers or the ad agency or the brand manager ??

There is a lot of positioning difference between " Its Different " and " Make a difference ". "Its different" is a tagline that directs towards the product characteristics. The brand had earlier changed the tagline " Its different " to " Enjoy the difference " but later reverted back to the classic tagline. The tagline was able to act as a differentiator for the brand without clearly mentioning the difference. But " Make a Difference" is something that is directed away from the brand. I am not sure how the brand is going to communicate the new idea . What I have seen is only a teaser announcing the change of tagline.

What ever said and done, changing a tagline which has become an integral part of the brand and which has become a powerful brand element is not at all a good idea.


  1. On totally unrelated note, I saw Rin's ad where they had direct comparison with Tide. This is something new in Indian advertising space.
    ad here:

    Although its very common to see this in other parts of world. We see Verizon vs AT&T or MacD vs Burger King direct comparison.

  2. It looks to me like Maggi's agency read your thoughts on brand laddering and decided to move from describing product characteristics to creating a personality for their brand... ;)

  3. Anonymous1:22 PM

    when people know its a teaser then how can they comment so prematurely. it is but obvious that there is a reason why the brand custodians have chosen to say make a difference.
    Lets wait for the main ads.


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