Created by ad agency Ogilvy & Mather Mumbai, this series of ads communicates the really sour taste of Sour Marbels. The challenge was to communicate it in an endearing way so as not to alienate the existing customer base of the mother brand Marbels, which is sweet. After coming up with the concept of animals spitting out their prey, and trying multiple styles the creative team let the illustrator interpret the concept. It was a hit. Though the campaign was sour, the sales figures sweetened in three months.
