Cosmos Rice cooker had no unique benefit in the midst of competitors. But research found that "pulen" is the most important characteristics of a good rice. This gave us a solid inside to find the right solution.
Research found that consumers having difficulties in recalling the term “Magicap”, the steam exhaust mechanism that induces “pulen” rice. Therefore we created a down-to-earth keyword to replace the term by "Tongolan" that has intrigued customer's mind and triggered sales.
Within eight weeks of TVC airing, advertising recall had resulted in product stock-out. The more common local term “Tongolan” eventually proven to be adopted and created a positive impression. Many competitors duplicated this WOW idea in their packaging afterward.