Wai Wai's Bold Comeback: Will It Be Enough to Regain Trust ?
As a passionate follower of brands, I couldn’t stay silent when Wai Wai released its brand video on the occasion of its 40th-anniversary. Over the past four decades, Wai Wai has cemented itself not just as a snack but as a cultural phenomenon—growing from a Nepalese staple to a global brand.
The video commemorating the brand’s journey hits the emotional mark, intertwining the social and political history of the nation with nostalgic flashbacks of four childhood friends. It’s clear that the brand has gone for a heartwarming narrative, recalling moments of joy and togetherness that Wai Wai noodles facilitated in the past. The use of the hit jingle “Hamro Man Ma Wai Wai” at the end evokes powerful nostalgia, a clever move to reignite a sentimental bond between the brand and its audience.
However, the video goes beyond celebration—it subtly acknowledges the difficult questions the brand has faced in recent years. The script poses an underlying question: “Can a relationship of 40 years be broken by doubts and criticisms?” By tying this question to the life stories of the characters, the brand attempts to convey that despite recent concerns, its enduring relationship with the consumer is unshakeable.
Yet, as much as I appreciate the effort to respond to the crisis, this video also raises some critical questions. While the narrative of emotional connection is powerful, does it truly address the underlying concerns about product quality and public health? Is nostalgia enough to regain the trust of a disillusioned consumer base? The statement that "every question raised has been answered" feels more symbolic than substantive.
No matter how beloved a brand may be, failure to maintain quality and transparency can lead to long-term damage. Consumers today are more health-conscious and critical than ever. While this anniversary video signals the beginning of a new chapter for Wai Wai’s brand communication, its better if it follows tangible actions and a renewed focus on quality control and public dialogue.
Interestingly, this video, executed by the agency Capital Eye, marks a shift in Wai Wai’s communication strategy. For years, the brand seemed complacent in its marketing approach, perhaps relying too much on its heritage and dominance. The emergence of Current, a fresh competitor that swiftly captured a significant share of the market, is proof that even giants can be toppled if they don’t evolve. For a brand with such a storied history, it's high time Wai Wai takes this opportunity to rebuild its trust through consistent and transparent communication strategies, particularly in its native soil.
The video might be a good start in this direction, but the road ahead is long. As we look forward to Wai Wai’s next steps, it will be critical to see how they manage to truly reconnect with their audience—not just emotionally, but in terms of real, visible changes that address the concerns raised.
In conclusion, while Wai Wai’s 40-year journey is commendable, this video serves as a reminder that longevity alone won’t safeguard a brand's future. It’s the brand’s ability to listen, adapt, and innovate that will determine whether Wai Wai can regain its lost ground and strengthen its legacy for another 40 years.
Good luck to Wai Wai as they embark on this new phase of brand evolution.
