Yum Yum Xcite

While the existing Yum Yum brand was still doing well in the market, grey imports aimed at the younger demographic in Myanmar were eroding market share as the younger market moved away from mass-market positioned products which were consumed by an older audience. This was indicative of the opening up of Myanmar’s economy and a cultural shift away from more traditional values.

Services

Brand Research
Brand Strategy
Brand Naming
Brand Identity
Brand Expression
Packaging Design
Illustration
Photoshoot
TV Commercial Production
OOH
POS
Website
Social Media Content

Solution

At the beginning there was an initial emphasis on the product, however LIQUID took the initiative to focus on creating a brand, not just designing new packaging; by executing market research, we began to create a compelling story and brand strategy that would appeal to the younger target audience. Using a rebellious positioning and identity inspired by widely-read comics and ‘K-rock’ influences, LIQUID created a market-leading brand which developed significant market share within just a few months of launch.

We created a brand that the audience wanted to engage with, to connect with and follow. It transcended the actual noodle product itself. Followers wanted to dye their hair, and dress like the characters – this is what true brand adoption looks like.

Key Success Indicators

From 0 to 25% market share in 2 years
Client quote, based on AC Nielsen research

Testimonial

Cho Cho Asia has been working with LIQUID for many years, we have found them to be both consistently professional and highly creative throughout our working relationship. They have assisted with all of our recent product and brand launches in Myanmar and have contributed to the success of our business helping us to grow our market share. I have no hesitation in recommending their services for branding and marketing communications.

Wai Phyo, CEO
(Yum Yum, Yum Yum Xcite) Myanmar

Yum Yum Xcite

Services

Solution

Key Success Indicators

Testimonial

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