Campaign details
Brand: Illuma OrganicAgency: OMD Hong KongCountry: HONG KONG
Marketing context
Illuma Organic is a new organic milk powder launched in Hong Kong. The existing market of organic formula is small compared with the total milk powder market, with 80% dominated by German Brand HIPP. Priced 1.7x more expensive than HIPP, we wanted to convert existing HIPP users by creating a super-premium segment, at the same time reached out to other upscale mums who were interested in organic products, but yet to engage with any organic milk powder brand.We turned to data audience...