Wyeth Gold: Truth and Dare

Deric Wong

Campaign details

Brand owner: Pfizer Hong Kong
Agency: OMD Hong Kong
Brand: Wyeth Gold
Country: Hong Kong
Channels 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 viral
Media 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, due to the misconception that Wyeth Gold caused 'digestive problems' which resulted in constipation for infants – a long-standing myth that has never been proven.

We were challenged to break this myth and convert these sceptical mums into Wyeth brand advocates.