“Pedas Giler,” or “Crazy Spicy,” describes exactly what MAGGI’s instant fried noodles deliver: fiery chicken seasoning and tongue-tingling chili oil. In a market dominated by viral challenges and social media daring consumers to test their spice limits — often with Korean competitors leading the extreme chili trend — MAGGI needed to position itself as the boldest, most daring choice, while also introducing a new Cheesy variant.
We examined every element of the packaging to dial up intensity. The brandmark was simplified and strengthened to feel hotter and more extreme. Food photography was made more appetising, and the Scoville scale — a visual guide to heat — was clarified and exaggerated for dramatic effect. To capture youth culture and social media relevance, we introduced graffiti-style tags against a black backdrop, injecting attitude and street-savvy energy.
The result is a packaging system that feels extreme, playful, and visually arresting. The Cheesy Berapi variant literally pours cheese down the front of the pack like molten lava, creating a striking shelf presence. Relaunched in Singapore and Malaysia, MAGGI Pedas Giler now resonates with extreme chilli enthusiasts, reinforcing its position as the daring, “Gila” choice for those who live for spice.
