Campaign details
Brand: S-26 Procal GoldLead Agency: Ogilvy IndonesiaRegion: APAC
Strategy
Objective
The high premium growing-up milk segment lacks meaningful difference. Most brands communicate superior nutrients that will support children's smartness and offer back-to-back promotions to attract moms' attention.
S-26 Procal GOLD needs to break through the clutter. First, S-26 Procal GOLD sought to understand moms' tensions. Our moms realize that the future is unpredictable and ever-changing. They worry about whether they have prepared their children enough to have the ability to learn continuously and be successful in the future. Thus, they relentlessly look for...