Brand: NestléAdvertiser: NestléAgency: MindshareCountry: China
Campaign objectives & challenges
As a challenger brand specializing in allergies in China's heavily competitive Infant Milk Formula (IMF) category, Super NAN faced fierce competition from large players who controlled over 70% of the market. The Super Premium Infant Milk Formula category, to which Super NAN belongs, had been growing year on year. Yet, despite this, Super NAN's growth had been stagnant over the last five years.
Source: Mintel, Infant Milk Formula; Nielsen Retail Measurement Tracking)
At the same time, Super NAN faced other macro pressures,...