Bayer: Redoxon healthy treat

Vitamin health supplement brand Redoxon created a cooking-based campaign with cooking tips and advice in online tutorials to grow top of mind awareness, increase usage and grow market share in Vietnam.

Campaign details

Brand: BayerAgency: EssenceMediacom VietnamRegion: APAC

Strategy

Objective:

Redoxon is a new entrant in the vitamin health supplement category where all brands are vying to occupy the mindspace of immunity enhancer. Redoxon's aim was to establish itself as the leading immunity booster.

With the Covid pandemic, immunity became a top-of-mind consumer concern, with 58%** consumers planning increase in monthly household expenditure on healthcare. This has driven several categories and brands to skew their communication to health and protection benefits adding to unprecedented clutter.

As the pandemic drags on, consumers start demonstrating sense of complacency...

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