DOZO: Snack That Is Just Not Snack

Brand : DOZO
Company : Berli Jucker Public Company Limited (BJC)
Campaign Name : Snack That Is Just Not Snack
Agency : Brilliant & Million
Launch : During COVID-19 quarantine phase around May 2020
URL : https://www.facebook.com/DOZOThailand

Details:

PROBLEM:
Dozo is a top brand in Thai rice cracker market. However, Dozo was aware of a signal of unstable situation as other snack brands keep rising and launch new products into the market, plus the outbreak of Covid-19 that also affects the sales. Therefor, Dozo wanted to increase sales and sustain its position as no. 1 rice cracker brand.

ROOT CAUSE:
The brand had always been communicating that its products are for ‘sharing’ moments. The consumers had registered that Dozo products are for sharing with lots of people. Additionally, the Covid-19 situation means less occasions for people to hang out together which leads to further decreasing purchase intention.

SOLUTION:
To change consumers’ mindset, Dozo has turned around the product proposition from ‘regular snacks’ to ‘Always-on Comfort Food’ that consumers can enjoy in any moments and occasions because it can bring happiness to everyone at any moments, not just only for sharing. By launching a new online campaign that changes the Covid-19 moment by adding fun and excitement into dine-in moments at home, Food and Lifestyle KOLs are deployed to create new menu with Dozo rice crackers!
The concept is to inspire the consumers with new recipes created with Dozo products mixed and matched with other easy-to-find ingredients that will compliment the taste of Dozo products. Via this campaign, Dozo is telling the consumers that Dozo wants to help them get through any moments even during Covid-19 situation, with care.

RESULT:
After launch, the campaign has generated high number of awareness and engagement among the consumers:
Almost 30 million people reached
1.3 million+ engagement
3.7 million+ comments
2.4 million+ views
This imply a good sign for Dozo who wants to keep its position as no. 1 in the market.

For Dozo, it has become clear that, although they have been at the top of the market for a long time, they still need to watch out for the market situation and listen to the consumer needs so they can adapt to any happening changes and keep being no. 1 as they wish.