LU Prince

LU Prince had long been a staple in the biscuit aisle, known for its fantasy-themed narrative — “Mazay Mein Jadoo” (Magic in Taste). But while this approach had charm, it lacked the contemporary spark that today’s children gravitate toward.

As children increasingly connected with superheroes, games, and action-driven content, the brand’s passive, magical image began to fade. LU Prince was becoming a nostalgic name — not a dynamic, living brand. The challenge was clear: to re-energize LU Prince by transforming it into a modern, action-based hero that children could aspire to, connect with, and celebrate.

Using our proprietary Brand Culture Hive Toolkit™, we conducted cultural diagnostics, insight mapping, and narrative development. What we discovered was powerful:

Children today aren’t just dreaming of fantasy—they’re seeking action, courage, and empowerment.

We repositioned LU Prince from a static, fantasy character into a dynamic adventure companion—a symbol of Iron-Rich Energy that empowers kids to face daily challenges like a hero. The purpose evolved:

“To help children unlock their inner strength and conquer everyday adventures — with energy, boldness, and belief.”

This new cultural platform humanized the Prince character and turned him into a modern-day role model — transforming LU Prince from a biscuit into a symbol of aspiration, strength, and action.

To match the evolved identity, we crafted a new tone — courageous, exciting, and action-oriented.

LU Prince began to speak the language of modern youth:

• Confident and energetic
• Driven by purpose (Iron-Rich Energy)
• Reflective of everyday triumphs and imagination

The voice inspired kids to not just snack — but to power up and win the day.

We wrote history by conceptualizing and executing the world’s first Prince Biscuit commercial where the Prince actively fought, explored, and led with purpose.

Key Campaign Highlights:

• 360° Campaign Execution with local TVC direction, VFX, and production
• Prince as an action character wielding gadgets and sword on thrilling quests
• A bold narrative that linked Iron-Rich Energy with physical and mental strength
• The biscuit repositioned as a tool for daily empowerment

Watch TVCs:

• Prince Adventures — Original
• Prince Biscuit Iron Rich Energy TVC

The campaign was fully developed in Pakistan — from creative strategy and storyboarding to VFX and production, with directors Sadia Ashraf and Bilal Ashraf leading the storytelling.

What started as a regional breakthrough went on to inspire Danone’s global re-alignment of Prince’s character and communication.

The adventure-based platform was adopted across markets including Europe, Middle East, and Southeast Asia.

Future campaigns — from cartoon series to digital games and the Dragon TVC — carried forward this platform.

This wasn’t just a campaign. It became a global brand reset.

First globally approved campaign developed in Pakistan
Led to a global repositioning of Prince as an “Adventure Hero”
Sparked creation of games, animated series, and online content
Iron-Rich messaging became a central health pillar worldwide
Strengthened LU’s leadership in the biscuit category

By humanizing LU Prince and empowering him with purpose, we turned a nostalgic biscuit brand into a modern symbol of youth action and imagination.

This project represents a masterclass in brand transformation — proof that when insight, storytelling, and cultural alignment come together, a snack can become a story, a hero, and a movement.