Campaign details
Brand: S-26 Procal GOLDAgency: MindshareRegion: APAC
Strategy
Objective
High premium segments in the Growing Up Milk (GUM) category lack meaningful differentiation and almost all brands have a similar proposition of product benefit on children's growth and intelligence.
As the advocate of exceptional learning, with its campaign Nurture the Exceptional, S-26 Procal GOLD wants to support moms nurturing their children by providing advanced nutrition and progressive learning opportunities.
This is based on the stress mothers often feel from knowing that the future is ever changing and technology is evolving rapidly. They are unsure if...