Close up of a Ka-Me Asian recipe
Client and agency agreed that the difficulty of communicating the main proposition of the product line, which has many SKUs and cuts across several categories, was a limitation to brand success.
A unique tagline was created that features the ultimate in “ownability” by building the brand name right into it. The “K”, “A”, “M”, and “E” became an acronym for The Key to Asian Made Easy. Consumer focus groups showed an unusually high preference for this message that telegraphs the brand proposition and it was incorporated into striking print ads, a website, and a successful television ad campaign.
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The unique tagline is redefining the brand’s identity and has been incorporated into packaging and all marketing activities.