CE DESK 
Sunfeast Wowzers taps ASMR trend with immersive sound-focused campaign showcasing crunchy biscuit sticks that deliver satisfying audio-visual snacking experiences for kids.
ITC’s Sunfeast Wowzers has unveiled a trendsetting campaign leveraging the ASMR (Autonomous Sensory Meridian Response) phenomenon to position its crunchy biscuit sticks as the ultimate sensory snacking experience. The initiative transforms everyday munching into a tingling, immersive audio-visual delight through hyper-realistic sound design capturing every crisp bite, snap, and crunch.
Targeting kids and Gen Alpha who thrive on sensory-rich digital content, the campaign features close-up slow-motion visuals paired with amplified biscuit-breaking sounds across YouTube Shorts, Instagram Reels, and TikTok. ASMR creators demonstrate creative eating rituals—from stacking Wowzers into gravity-defying towers to synchronized crunching challenges—making snacking a shareable social media moment.
The strategy capitalises on ASMR’s 2.5 trillion+ global views while differentiating Wowzers in the competitive kids’ snack segment dominated by chocolates and savouries. Dual chocolate and vanilla cream variants enhance the multi-sensory appeal, with distinctive crackle sounds reinforcing flavour identity.
Conceptualised by Ogilvy, the 360° rollout includes in-store audio activations, limited-edition ASMR snack packs with QR-coded sound experiences, and school sampling drives. Sunfeast aims to convert viral social moments into sustained category growth, blending neurological pleasure triggers with proven biscuit franchise equity.
