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Gain: The Biggest GAINer Caravan - Winning the approval of Asian tiger mothers
Sebastian Cruz, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes how Gain School Advance, a nutritional milk brand aimed at children from Abbott Laboratories, targeted mothers to increase market share in the Philippines.
This case study describes how Gain School Advance, a nutritional milk brand aimed at children from Abbott Laboratories, targeted mothers to increase market share in the Philippines. A key challenge was the strict regulatory environment which did not allow direct advertising of formula milk. The campaign used the insight that mothers were concerned with their children' school performance and launched a print, digital and on the ground strategy to help mothers understand their child's learning style. This included a workbook distributed in fee-paying metropolitan schools, visits to pre-schools to conduct seminars with mothers, and a website with information and worksheets for children. The campaign delivered a 20% increase in market share, ahead of the 12% growth experienced across the category.
Bournvita Li'l Champs: Right place at the right time - A Touchpoint Study
Team Pinnacle, Warc Prize for Asian Strategy, Entrant, 2013
This case describes how Bournvita Li'l Champs (BVLC), a milk additive, used television, print and social media to increase brand consideration in India.
This case describes how Bournvita Li'l Champs (BVLC), a milk additive, used television, print and social media to increase brand consideration in India. The campaign was based on the insight that mothers, BVLC's target market, were influenced by non-television media and personal recommendations when purchasing. This insight was important as BVLC's advertising had previously been focused on television. This campaign used television, print, radio and digital advertising to encourage people to nominate a mother who deserved appreciation for their nurturing. Information about child development and the product, along with product samples were then sent to mothers who were nominated. Research found that this new campaign mix increased brand advocacy and consideration.
HiPP Organic Branding and Packaging Redesign
Design Business Association, Silver, Design Effectiveness Awards 2013
Baby food brand HiPP was second in wet baby food in the UK, behind Cow & Gate. Although it was the original 'organic' food brand, this position had been eroded by new competitor offerings, with Jars in particular being devalued due to cross brand multi-buy promotions in supermarkets.
Baby food brand HiPP was second in wet baby food in the UK, behind Cow & Gate. Although it was the original 'organic' food brand, this position had been eroded by new competitor offerings, with Jars in particular being devalued due to cross brand multi-buy promotions in supermarkets. To reassert the premium status of HiPP, a redesign of the brand was undertaken, which anchored the logo at the centre of strong photography of the ingredients contained in the jar. This device added to the natural feel of the brand position of each of the 70 flavour variants, increasing value sales of HiPP wet foods by 10%. Jar value sales increased by 7%, against a market decline of 5%.
Milupa Cereals: Spoon by Spoon
Integrated Marketing Communications Council Europe, Silver, IMC European Awards 2012
Irish baby food brand Milupa held a 68% market share but was under threat due to recession-hit parents cutting out weaning foods and moving babies straight to adult food.
Irish baby food brand Milupa held a 68% market share but was under threat due to recession-hit parents cutting out weaning foods and moving babies straight to adult food. It aimed to engage a target audience of first-time mothers, and attract 10,000 unique visitors and 1,500 registered members to its website. The owned media site was central to the campaign, offering nutrition information, dietary tips, recipes and advice about weaning. The option to make slideshows of their baby pictures engaged users and promoted social sharing. Registered users were also targeted with coupons and emails. Results exceeded expectations with a 13% conversion rate, 13,870 unique users and over 2,500 registered members.
Heinz Taste of Home: From zero to mum's hero
Design Business Association, Bronze, Design Effectiveness Awards 2012
Heinz Taste of Home is a line of potted ready meals for babies: plastic pots with re-sealable lids. The brand was explicitly positioned as being as close to home-made as possible, but also as appealing to everyday mothers who might otherwise not purchase a premium product from this category.
Heinz Taste of Home is a line of potted ready meals for babies: plastic pots with re-sealable lids. The brand was explicitly positioned as being as close to home-made as possible, but also as appealing to everyday mothers who might otherwise not purchase a premium product from this category. The packaging was therefore friendly, cartoonish and homely, emphasising the homely and everyday: in sum, inclusive. After the first 20 weeks of the campaign, the range achieved sales of £70,000, 80% of which took share from rivals in the same category.
All in One: Repositioning
Jenny Gao, Warc Prize for Asian Strategy, Entrant, 2011
Milk powder has a short lifespan in China. It's considered to be a relatively poor source of nutrition, which mothers reduce in their baby's diets after the age of three.
Milk powder has a short lifespan in China. It's considered to be a relatively poor source of nutrition, which mothers reduce in their baby's diets after the age of three. However, Dumex's relaunch of All in One (AIO) completely changed this perception. The brand's repositioning exploited a new business territory and extended the category life. Leveraging on a deep understanding of mothers' nutritional beliefs, the brand shifted perceptions of AIO from a regular milk powder to a new form of nutrition. The repositioning work, brought to life through an advertising campaign, led to an 85% rise in annual volume (compared with a target market average growth rate is 22%) and, most importantly, it has extended the life of milk powder in China.
Friso Gold: To grow is to let go
Phong Thanh Tran, Warc Prize for Asian Strategy, Entrant, 2011
What do you do if you face a Goliath that owns a category and sets the rules? For years, Abbott had established that "intelligence", as the ultimate in baby nutrition.
What do you do if you face a Goliath that owns a category and sets the rules? For years, Abbott had established that "intelligence", as the ultimate in baby nutrition. Everyone followed, apart from Friso. It found that many young mothers were fed up being put under pressure to produce little geniuses - they just wanted to bring up their kids naturally. There came the new segment of facilitating mothers, who allowed natural development of their child as long as they were safe. Then along came Boostimmune formula to deliver reassurance that the kid would be immune, even in bad conditions. This was a true "game changer" and Friso became a protagonist of "modern motherhood". This case proved that when challenger brands could win by changing the game, segmenting the market and using communications.
Wyeth Gold: Wyeth DIY Flashcards
Warc Prize for Asian Strategy, Shortlisted, 2011
This campaign for Wyeth, Pfizer's pharmaceutical brand, is an example of how interactivity and customization can play an important role in an already cluttered market.
This campaign for Wyeth, Pfizer's pharmaceutical brand, is an example of how interactivity and customization can play an important role in an already cluttered market. The infant formula milk category in Hong Kong was a highly competitive category and most players had been using mainline traditional media approaches to talk to the consumers. However, Wyeth demonstrated a way to connect with the target audience in a completely different space and manner. The brand's challenge was to change the mindsets/perceptions of Hong Kong consumers. The target audience was Hong Kong mums with children aged up to three years, and the objective was to convince them that formula - such as Wyeth Gold - needed ingredients other than the well-known DHA compound designed to improve development of the brain and the nervous system. A campaign was developed based around mobile flashcards which could enable mothers to support the education of their children, as well as spreading the message about formula milk ingredients. As evidence of the success of this approach, this case study cites increased sales of Wyeth's formula product, improved scores for the brand in tracking surveys, and data on the take-up of its mobile app.
Organix Brand Relaunch
Direct Marketing Association - UK, Silver award, 2010
Organix baby food wanted to help new mothers overcome the vast amount of conflicting advice available concerning weaning.
Organix baby food wanted to help new mothers overcome the vast amount of conflicting advice available concerning weaning. Research revealed most members of this audience looked to their peers for authoritative advice, meaning it is hard for brands to assume an authoritative position. To engage mums on a more intimate basis, Organix combined traditional press and digital ads with a redesigned brand site, improved Facebook group and personalised emails, all supported by high-quality content and the offer of free, healthy recipes. As a result, online visitor numbers surged and dwell time increased, while Organix's Facebook fan base also doubled in size.
Nestlé: NESLAC Experts talk
Warc Prize for Innovation, Entrant, 2010
In late 2008, Chinese inspectors discovered melamine adulteration in milk powder for babies made by a few manufacturers – and a nationwide panic immediately began.
In late 2008, Chinese inspectors discovered melamine adulteration in milk powder for babies made by a few manufacturers – and a nationwide panic immediately began. Rumors were spread with wild abandon on the internet, and within weeks the crisis brought the billion-dollar milk category to the brink of destruction. Parents were ready to believe the worst about every brand of milk and milk powder, especially those made in China. As Nestlé Neslac had long sourced its milk from China, it faced more difficulty than other international brands in surviving this onslaught of negative buzz. Moreover, its small market share (less than 5%) put it at even more of a disadvantage, as the brand could quickly fade into non-existence. Neslac not only needed to restore consumer confidence in its product with mothers, it also needed to build awareness at a time when any product making news was getting indiscriminately attacked by consumers.
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