Campaign details
Brand: illumaBrand owner: Wyeth TaiwanLead agency: Ogilvy TaiwanContributing agency: Starcom TaiwanMarket: TaiwanIndustries: Baby foodMedia channels: Events & experiential, Livestreaming, Social mediaBudget: 500k - 1 million
Executive summary
This is a paradoxical story of a brand that did what no competitor dared to do, or even thought to do: passionately championing its rival. This infant formula brand, new to the market and premium-priced at 200% above the market average, has achieved consistently superior value share growth for the past three years by positioning itself...