How Anlene used psychology to create a habit
Asit Gupta
Campaign details
Brand owner: FonterraAgency: AdvocacyBrand: AnleneCountry: ChinaChannels used: Direct marketing, Games and competitions, Internet – microsites, widgets, Packaging and design, Product and other sampling, Social media, Word of mouth and viralMedia budget: Up to 500k
Executive summary
Anlene milk powder is positioned as an ideal bone-health supplement for women over 40, as two glasses of Anlene deliver 100% of the daily calcium requirement. Sustained TV advertising fronted by a celebrity like Michelle Yeoh was delivering over 75% ad...