CLIENT
MAGGI Mug
PROJECT
Your favourite MAGGI noodles from your favourite mug
DISCIPLINE
Brand Packaging Design
What could be better than being able to enjoy your favourite whole MAGGI flavours whenever you like, whether at work, at home and at any time of the day? That was the thinking behind MAGGI Mug, an instant way to enjoy Malaysia’s favourite flavours – Curry or Chicken – that fits perfectly into your very own mug. It’s as easy as Put, Pour and Eat!
The trick was to make the MAGGI Mug concept super simple and obvious from the outer packaging, while ensuring the usual tasty MAGGI food cues were strongly displayed. So, the mug, full to the brim with generous steaming noodles took centre stage – reminiscent of familiar Nescafé-style imagery.
The clincher was to create a character out of the dried noodle ‘puck’. Not necessarily the most photogenic candidate for this treatment, the noodle character nonetheless came to play a key role on pack. Not only that, the cheeky persona and pals became a focal feature of off-pack activation, giving the product extra warmth and engagement that matched its wholesome impact.
Maggi Mug was launched in Malaysia in July 2024.
