Bonakid Pre-School 3+

Infant formula brand Bonakid relaunched its Pre-School drink in the Philippines, with a multichannel campaign with music at its core.

Campaign details

Brand: Bonakid Pre-School 3+Brand owner: Wyeth Nutrition PhilippinesLead agency: Ogilvy & Mather Philippines Country: PhilippinesIndustries: Baby foodMedia channels: Events & experiential, Online video, Point-of-purchase, in-store, Radio, Social media, TelevisionBudget: 3 - 5 million

Executive summary

Bonakid is the leading Philippine formula milk brand with products for different infant stages. The brand was winning among mothers of under-threes with an average of 44% market value share for the first three ages.

However, Bonakid Pre-School, its product for growing children (three years and above) did not enjoy the same...

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