Croissant-maker 7DAYS takes the boring out of bread with catchy rap MV

Bread is not only a staple food but also a nondescript one. However, croissant-maker brand 7Days wants to take the boring out of bread by encouraging consumers to shift from regular bread to croissants. In an MTV titled "Takkan Bosan Dengan Kroisan" which was done together with Naga DDB Tribal, 7DAYS celebrates the quirky side of life and the catchy lyrics and rap composition was produced with the younger market in mind.

Riding off the full-length track was a specially choreographed dance routine featured in the MTV. The moves were also used in a "Name the dance move" consumer contest, with 7DAYS offering consumers daily cash prizes and vouchers for those who left the most creative dance name in the comments section.

7DAYS marketing manager Cindy Yeo said the market is flooded with options and consumers are expecting more over the years in terms of flavour, packaging and pricing. This is even more so during a time where Malaysians are embracing the new normal with growing home consumption, which also means a growing snack stash per household, Yeo said.

"This is a big opportunity for us and we see the need to challenge the status quo and break away from category norms by engaging our consumers in a whole new exciting way that’s relevant to them," she added.

Meanwhile, Naga DDB Tribal's team said the bread category and wholesomeness were synonymous and very few dared to break out of it.

"Instead of staying trapped in the same sandbox, we decided it’s time for a new playground. A croissant brings out your quirky side if you let it. So, instead of a regular video spot and a jingle, we released a hit dance track and an MTV. Some neat dance moves and the 'Takkan Bosan Dengan Kroisan' catchphrase sealed a whole new personality for the brand," the team added.

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