Home / Work / ITC YiPPee!
ITC YiPPee!: Turn up the K.
Foods / Korean culture. A product launch campaign for ITC YiPPee! by Asymmetry Brandworks.
Multipurpose masalas are inherently undifferentiated. If YiPPee! behaved like the category, Korean would remain a descriptor rather than a differentiator.
Korean culture is loud, stylised and high-energy. If it’s truly Korean, you should hear it. A dish turning Korean should not just taste different. It should sound different.
Give every dish a Korean kick. Turn Korean-ness into a repeatable verbal and visual transformation device rather than another “extra spicy” claim.
Everyday dishes transformed theatrically: Rajma Chawal → Raj-Ma-Cha-Wool, Fried Rice → Fri-ed Ri-Su. A split-screen before/after design system extended across flyers, MyGate and performance assets.
The films