Kazakhstan: Rollton brand launches campaign with focus on manageable product sharpness

A new marketing campaign of the fast food brand "Rollton" is presented on the Kazakhstan market, which focuses on promoting hot sauce with an adjustable level of burning. The main idea of the product is to provide the consumer with the opportunity to choose the degree of spiciness of the dish. This is achieved through special packaging: the seasoning becomes sharper as you move towards the end of it.

The brand's communication strategy is visualized in an advertising video, where a male opera choir performs musical phrases that increase in tone, reflecting the strengthening of taste sensations. From the bass "Sharp" to the falsetto "Kamikaze", the choir illustrates the scale of sharpness, accompanying the vocals with visual effects: steam from the ears and flames from the mouth. The concept is based on humor, the metaphor of "fire" and personal control over the intensity of taste. At the end, the tagline reads: "Now you control the sharpness of noodles. A new Rollton with a light."

The campaign format is adapted to the regional peculiarities of perception of sharpness in Central Asia, where bright taste accents are in steady demand. Focusing on personalization is a key element of communication. The product is available in several degrees of burning, which makes it relevant for a wide audience - from moderate to extreme lovers of spicy dishes.

Earlier, the brand tested a similar approach in Russia, where it also implemented a campaign with elements of humor and visual expression: participants in the video reacted to the sharpness of the sauce with a fan and a fire extinguisher.

The marketing activity of the Rollton brand demonstrates the desire to transform the perception of instant noodles as a standard product in the direction of an emotional, playful and personalized experience. Packaging and creative delivery become part of the consumer story, increasing engagement and expanding reach.