Maggi Minions soups – a promotional campaign with a big fun factor for everyone

Maggi is always thinking up new creative themes and campaigns for its own products. Most recently, the brand added some Minions to its soups. Accordingly, the packaging design also had to be adapted for these special versions. As a long-standing partner of Maggi Germany, we were awarded the contract – and had great fun designing the packaging for the Minions soups, which were launched in July 2024.

The product: Maggi soup with Minions-shaped noodles

The Maggi Minions soup is available in two varieties: vegetarian tomato soup and chicken soup. Both varieties contain many natural ingredients. The highlight, however, is the green, red and yellow-orange noodles. They consist of 25 per cent vegetables and come in the shape of Minions. The successful noodle shapes were produced especially for these soups. Otherwise, the soups offer the typical unique selling points of Maggi: they are ready in no time with minimal effort and taste aromatic and spicy.

The challenge: Maggi and Minions – combining two worlds

When developing the packaging design, the biggest challenge for us was to harmonise two completely different thematic worlds. At the same time, however, we had to be careful not to integrate the Minions too much into the Maggi corporate identity. They should remain in their own world, but still interact with the product. It was important that both Maggi and the Minions retained their individual personalities, but to some extent engaged with each other in order to radiate a certain harmony on the packaging.

The implementation: striking Minions images while maintaining the Maggi CI

Maggi and the Minions definitely have one thing in common: both want to put people in a good mood. For this reason, we decided on cheerful, charming images of the most popular Minions. We chose different shots to ensure variety on the one hand and to make it easier for consumers to distinguish between the two types of soup on the other.

It is precisely these images – one each in the bottom left and top right – along with the Minions Movie logo under the Maggi logo and the Minions noodles in the food shot that distinguish the edition from the classic Maggi soups. We have implemented the changes in such a way that they are immediately eye-catching, but the basic benefits of the Maggi product still receive the necessary attention. These include, in particular, the reference to the 25 per cent vegetable content of the noodles, the high Nutri-Score and, for the tomato soup, the Vebu logo.

The result: design with added value for every target group

In principle, the packaging design for Maggi’s Minions soups is modern and tidy. It is characterised by the same clarity and freshness that has characterised Maggi packaging since our agency’s extensive relaunch a few years ago. Despite the striking adjustments for the new edition, the brand is still clearly in the foreground here, without being intrusive. It gives the Minions enough space.

The packaging design of Maggi Minions soups appeals to all target groups: while the nutritional benefits convince parents and other guardians, children are thrilled by the Minions depicted. In addition, the design motivates Minions fans of all ages to buy the soups. And loyal Maggi customers are simply delighted to enjoy their favourite soups in a new, playful version.