The Maggi mnemonic

Nestlé subsidiary Maggi has been building a mnemonic – or brand property – for years. It’s a very simple device that focusses your interest specifically on their product, in keeping with the AIDA process. A spoon:

The intriguing thing about this everyday kitchen implement is that when you realise you watching or reading a Maggi ad, you start looking for the spoon. And if not, on TV the “ding” then reminds you anyway.

You know me

In essence, just like Nike gets away with advertising now without even mentioning the brand or writing the word Nike – they just show the tick – Maggi could also go one step further and only show the spoon. I’m confident people would rightly attribute the ad to Maggi. In the same way the following brand mnemonics are instantly recognisable – cutting through the clutter, and stamping the ad as my brand…

One for the Germans (brand name removed)