Gain: The Biggest GAINer Caravan – Winning the approval of Asian tiger mothers

Sebastian Cruz

Campaign details

Brand owner: Abbott Laboratories Philippines
Agency: PHD Media Network
Brand: Gain
Country: Philippines
Channels used: Internet – microsites, widgets, Print – general, unspecified
Media budget: Up to 500k

Executive summary

This study showcases how Abbott Laboratories strategically utilized insights on Asian mothers, or more specifically Filipino mothers, to turnaround a brand with a declining market share playing in one of the Philippines' most competitive and highly regulated categories.

In 2011, the book Battle Hymn of a Tiger Mother by Amy Chua, a daughter of Filipino-Chinese immigrants in the US, highlighted the strong differences between eastern and western parentings style. Further market research verified that Filipino mothers are indeed very particular with their kids' performance in school and they do all that they can to enable their kids to excel in school.