belVita: #MorningWin
Agency: Droga5
Campaign Summary
This case study for belVita, a breakfast biscuit sold by the US company Mondeléz International, is about taking product growth to a next level by driving greater brand awareness, engagement, and trial. And it was done in a rapidly growing category of deep-pocketed direct competitors who were offering similar products with their own take on how to keep going in the morning. The campaign's differential defied the conventions of the breakfast category. Instead of a time-to-drag-yourself out of bed message, the uplifting #MorningWin campaign celebrated people's morning achievements and positioned belVita as the brand...