Too Yumm! has embarked on a bold journey with its revamped brand positioning and the exciting launch of a snack- TooYumm! Twisties. Curativity, a dynamic marketing services platform, has been the creative force behind the scenes, shaping the narrative of the ‘Too Nahi Toh Kuch Nahi’ campaign. This innovative campaign is tailored specifically for the discerning taste buds and lifestyle of Generation Z, introducing a snack that goes beyond the ordinary.
Too Yumm!: The Essence of ‘Too Nahi Toh Kuch Nahi’
At the heart of the campaign is the mantra ‘Too Nahi Toh Kuch Nahi,’ encapsulating the spirit of Gen Z – a generation known for its fearless pursuit of the extraordinary. The ad campaign, a collaborative effort between TooYumm! and Curativity, skillfully brings this essence to life through compelling storytelling. The creative prowess of Curativity is evident in the carefully crafted film that captures the essence of the brand’s revamped positioning.
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Introducing TooYumm! Twisties – A Snack for the Bold
The star of the campaign is the all-new Too Yumm! Twisties, a snack designed to resonate with the bold and adventurous spirit of the younger generation. In a market saturated with conventional options, TooYumm! Twisties boldly stands out as a disruptive product, ready to make waves and become a favorite among young snack enthusiasts.
Curativity’s Creative Vision
Speaking about the campaign, Yogesh Tewari, vice president– marketing, Guiltfree Industries, RPSG FMCG, said, “We wanted to position our brand as the coolest, trendiest snacking brand for young snack lovers. And we believe it starts from the product. Just like our earlier launch of TooYumm! Bhoot Chips, TooYumm! Twisties too is a disruptive product that is sure to rock in the market with our consumers. The Too Nahi Toh Kuch Nahin campaign developed with Curativity is sure to resonate with the young audience and help build TooYumm! as their favourite snacking brand.”
Aarti Srinivasan, head of creative, Curativity, said, “There’s over stimulation all around us. Scrolling on social media, swiping through dating sites, binge watching, online gaming, e-shopping, nothing is done in moderation. It’s always an extreme. We took advantage of the powerful word ‘too’ in the brand name that so aptly reflects this new attitude and mindset. Starting with Too Yumm Twisties, every product innovation going forward will be nothing but ‘too’ with respect to the format and flavors.”
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‘Ownable Distinctiveness’ – The Curativity Approach
Neha M Dhanani, head of business, Curativity, emphasised the concept of ‘Ownable Distinctiveness,’ which is ingrained in the approach at Curativity for all brands. “The idea was to craft a unique and unmistakable identity for TooYumm! that sets it apart in the crowded market. ‘GenZ’ is known for its dynamic choices; they do nothing in moderation. Everything else that is not toooooooo is PHEEKA to them. The Twisties campaign is a celebration of that attitude. TooYumm! is a taste-forward brand, and among the many flavors that GenZ is exposed to, the one that stands out is something that’s extra.”
Wrapping up
So, Too Yumm!’s ‘Too Nahi Toh Kuch Nahi’ campaign, powered by Curativity’s creative brilliance, marks a significant step in redefining snacking for the younger generation. With the launch of TooYumm! Twisties, the brand is not just offering a snack but a lifestyle choice for those who embrace the ‘too much is never enough’ philosophy. As Gen Z continues to shape consumption trends, TooYumm! stands poised to become their go-to snacking brand, pushing boundaries and flavors to the extreme. Get ready to indulge in the extraordinary – because with TooYumm!, it’s always ‘Too’ good to resist!
