In Malaysia, salsa sauce appeals to a niche market. Imported salsa sauces are expensive and making your own is a time consuming affair. Priced at US$1.18 per bottle, Maggi Salsa is one third the price of imported brands.The objective is to introduce Maggi Salsa sauce by inducing trial and for the target group to spread the word by forwarding the URL to their friends.The target audience are 18-29 year olds, ranging from college goers to white-collar workers. 95% of them have direct access to the Internet. Having studied abroad or have friends who did, they tend to be more inclined to Western food and culture.Owing to a limited budget, TV advertising was inadequate in communicating to the target audience.

We staggered out e-mails to 50,000 names with a link to the website. To date the campaign generated an overwhelming result of 360,000 redemptions. Each day for 3 months we had an average of 4000 coupons printed and friend-get-friend submissions. Campaign is still on-going.

"Excuuussse meee, miss..." even became a popular catch phrase in urban centres.