The explicit use of the ‘peelable’ ice cream ad campaign by Omore has put its parent company Engro Foods Limited in a tough spot with Nestle Global. Both companies are leading enterprises in food and beverages, with plenty of funds to hand over to their creative agencies to come up with something that would be innovative and appealing.
In this drive to be innovating and appealing, the alluring concept of peelable ice cream was born. Peelin’ Pops and Monkey Peeling Ice Lolly made quite a sensation in various markets of Nestle Global and Omore, respectively. However, this groundbreaking invention was not launched by both companies in the same time frame.
Monkey Peel Peelin Pop ice lolly
NESTLE VS OMORE
Nestle Global first launched its peelable ice cream in May 2010 in Thailand, under the brand name ‘Eskimo Monkey’. A press statement reported that it was a “high-in-demand success among children.” It was then launched in Malaysia, under the brand name ‘Matkool’ in January 2011. It eventually went global in the following year by the name of ‘Peelin’ Pops’. Herve Cathelin, global head of Nestle Ice Cream also commented on the appeal of eating an ice cream that has a jelly layer peeled off to get into the ice cream inside.
Omore launched its ‘Monkey Peel’ ice lolly in June 2013, a few years after the launch by Nestle Global. Omore took a risky step launching an ice cream in Pakistan that was already quite popular in the Far East, especially because Nestle Global holds patents over the manufacturing of the ice cream.
Their blatant use of another company’s idea is even more obvious when Omore’s entire ad campaign seems to be copy pasted. The whole promotional theme, including the use of color, font and mascot is alarmingly alike. There is a large possibility that Omore will be facing a lawsuit with Nestle Global for plagiarism.
The TVC, however, is unique enough to escape plagiarism accusations. The creative agency behind the commercial was Stimulus and it was produced by Adcom.
SOCIAL MEDIA RESPONSE
There has been a positive response on Facebook and Twitter about Monkey Peel’s launch in the local market.
Here’s what some Facebook fans had to say about the Monkey Peel TVC:
And these are recent posts on Omore’s Facebook page:
Twitter, too, has been abuzz with conversations about this innovative new product:
The idea of a peelable ice cream is creative as it brings in a new experience of eating an ice cream. It promises to attract a large market of young consumers between the ages of 6 to 12 who would find it fun and playful. However, a great product should not be promoted with plagiarism. Omore is a part of Engro Foods Limited, which is one of the largest food and beverages companies in Pakistan. Copying an ad campaign so transparently is disappointing. It only attracts more slander and breaks consumer trust.