Nestlé in damage control mode; releases ad campaign to reassure consumers about Maggi

The print campaign that began on January 5 comes as a response to the Supreme Court’s decision to revive the class-action suit against the company

e4m by Venkata Susmita Biswas
Updated: Jan 5, 2019 9:33 AM

Nestlé has launched a print ad campaign for Maggi in response to the Supreme Court’s decision to revive the class-action suit in National Consumer Disputes Redressal Commission (NCDRC) against the company.

The ad boldly reassures consumers saying, “Your Maggi is Safe, Has Always Been.” The ad is reminiscent of the Maggi re-launch ads of 2015.

The ad that has appeared in the Mumbai edition of the Times of India on January 5 goes on to state facts about Maggi. It highlights that the safety of the product has been “confirmed and reaffirmed may times through rigorous testing laboratories accredited by NABL (National Accreditation Board for Testing and Calibration Laboratories.)”

Nestlé had mounted a high-decibel campaign in response to the 2015 ban on Maggi. Conceptualised by McCann India, the 2015 campaign had come four days after the Bombay High Court cleared the name of the instant noodle brand. According to sources, the latest ad has also been done by McCann India.

The 2015 campaign, which included television, print, and digital ads, was perceived to have come too late as Maggi’s reputation had suffered a massive blow by then. This time, Nestle seems to have gotten into the damage control mode more promptly.   

The Saturday morning ad in bright yellow, synonymous to the brand look, clarifies once again that Nestlé “does not add lead to Maggi Noodles in any form at any stage.” It also tells consumers that Maggi noodles “has consistently cleared tests” that are conducted to specify safe-limits for several elements, including lead.  

The ad tells consumers to “go ahead, enjoy your Maggi, loved and trusted for 35 years.” 

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