S-26 Procal: Wyeth S26 #CaraPintarMam Ini Hasilnya

S-26 PROCAL, a brand of growing-up milk, positioned itself as a way for mothers in Indonesia to help their child develop strong learning capacities.

Campaign details

Brand: S-26 PROCALAgency: Ogilvy

Strategy

Objective

In the highly competitive Premium Growing Up Milk category, S-26 Procal creates #CaraPintarMam (Mom's Smart Way) Ini Hasilnya campaign to establish the meaningful differentiation for smart mothers who seek the best nutrition for their children by showcasing the story of mothers' smart ways to tackle the parenting challenges so the child can be independent

It's aligned with our consumer insight: despite all the efforts, mothers sometimes still worry if they're good enough to support their child's development. Budget is a consideration, so they are constantly looking for smart choices...

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