YiYang: Love creates possibilities

YiYang, a milk powder brand for the over-50s owned by Nestlé, increased sales in China by appealing to filial love.

Campaign details

Brand: YiYangBrand owner: Nestlé ChinaLead agency: McCann HealthContributing agencies: MindshareCountry: ChinaIndustries: Dairy products, fats, oilsMedia channels: Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Social media, TelevisionBudget: 500k - 1 million

Executive summary

Nestlé YiYang is a senior milk powder brand that enables people aged 50+ to in fully seize the new joy of life after 50. For the Chinese elderly, the possibilities are endless but their health limits them from doing what they want.

China has one of the few cultures...

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