Interactive ad: Maggi: Maggi Seriously Slurpable

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In a blind taste test, Maggi Fusian was preferred over the O.G of instant Mi Goreng noodles.

We just needed a way to get people to try it to believe it.

We built our campaign around the divisive cultural fault line of slurp etiquette to encourage trial. Traditionally, slurping is seen as a compliment to the chef, but to westerners it can be rude and annoying.

To combat this delicious tension, we created the Maggi Fusian 'Slurp Shield' - a device that suppresses slurp noises to a quiet whisper.

We then put it in the hands of TikTokers alongside a bundle of Maggi Mi Goreng noodles so they could enjoy the delicious flavour of Maggi Fusian until their heart's content, without destroying their personal relationships.