Wyeth Gold: Truth and Dare

Despite having a brand awareness of 99%, Wyeth Gold had been declining for the last three years in Hong Kong, due to the misconception that the product caused ‘digestive problems’ resulting in constipation in infants.

Wyeth Gold: Truth and Dare

Deric Wong

Campaign details

Brand owner: Pfizer Hong KongAgency: OMD Hong KongBrand: Wyeth GoldCountry: Hong KongChannels used: Direct marketing, Events and experiential, Internet - display, Internet - general, Internet - microsites, widgets, Magazines - consumer, Mobile and apps, Online video, Outdoor, out-of-home, Point-of-purchase, in-store media, Public relations, Sales promotion, Social media, Television, Word of mouth and viralMedia budget: 1 - 3 million

Executive summary

Despite 99% brand awareness, Wyeth Gold has been in a declining trend for the last three years in Hong Kong,...

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